Trends Report

Metrics That Matter For B2B Marketers

Focus On Measuring Business Outcomes, Not Program Outputs

November 16th, 2017
Allison Snow, null
Allison Snow
With contributors:
Laura Ramos , Caroline Robertson , Lori Wizdo , Matthew Camuso


B2B marketers must do more than measure things like click-through rates and event attendance; they need to show how their activity directly affects business results. This report helps marketers provide insight on what matters most to execs and the board: growth in customers, revenue, and profit. While marketers do need to capture a wide range of metrics, this report shows them how to measure marketing's contribution to revenue as a function of customer acquisition and installed base growth. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy. This version factors in new ideas and new data — but most significantly, it includes an additional metric: engagement.

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