Trends Report

The State Of B2B Marketing Measurement, 2023

November 20th, 2023
With contributors:
Cristina De Martini , Tyler Orleans , Ellen Lind


B2B marketing leaders recognize the importance of using measurement to demonstrate contribution, enhance decision-making, and drive goal attainment. Yet B2B marketing organizations have long struggled to productively apply measurement and analytics to their work. This report highlights key B2B measurement and analytics findings from Forrester’s Marketing Survey, 2023. Using these findings, we provide a view into the B2B insights gap, a list of the metrics B2B marketing leaders most commonly use, and an assessment of the relationship between those metrics and marketing objectives.

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