Summary
While B2B marketing leaders recognize that they need to use metrics to demonstrate contribution, enhance decision-making, and achieve marketing goals, B2B marketing organizations have long struggled to productively apply measurement and analytics to their work. This report uses data from Forrester’s Marketing Survey, 2024, to analyze how leaders view their organization’s use of measurement and analytics, expose the factors that contribute to B2B insights gaps, and highlight the metrics B2B marketing leaders most commonly use.
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