领英-营销测量和归因调查报告（英文）-2020.8-21页_5mb

Marketing Measurement & Attribution Survey Report Summary

Core Content

This report presents the findings of the 2020 Marketing Measurement & Attribution Benchmark Survey, highlighting the current state of marketing performance tracking and the challenges and priorities B2B marketers face in demonstrating marketing impact. The survey included responses from 192 B2B marketing executives, primarily based in the United States, across various industries, with a majority in the software/technology sector.

Main Points

• Importance of Marketing Measurement: B2B organizations are increasingly focused on measuring marketing's impact on pipeline and revenue, especially in the context of social distancing and economic uncertainty.
• Current Measurement Capabilities: Only 13% of marketers rate their ability to measure and analyze marketing performance as excellent, while 40% believe it needs improvement.
• Shift Toward Account Engagement: Marketers are moving beyond traditional metrics like MQLs and SQLs to focus on account-based engagement and deeper insights into buyer behavior.
• Challenges in Measurement:
  • Inability to connect and analyze data across applications and platforms (47%).
  • Not enough resources (42%).
  • Messy CRM data (37%).
  • Difficulty in mapping leads to accounts (31%).
  • Inability to measure impact across channels/campaigns (35%).
• Top Metrics for Campaign Measurement:
  • MQLs (59%).
  • SQLs (55%).
  • Deals closed/won (55%).
  • Pipeline opportunity (48%).
  • Marketing influence (34%).
  • Account engagement (30%).
• ABM Metrics and Priorities:
  • 60% of respondents track the conversion of engaged accounts to opportunities.
  • 58% track influenced pipeline.
  • 55% track individual campaign and channel metrics.
  • 66% of marketers plan to apply deeper ABM metrics within 12–18 months.
• Attribution Analysis:
  • 59% of respondents do not perform attribution analysis.
  • Those who do focus on multi-touch (67%), last touch (39%), first touch (34%), and velocity (25%).
• Future Measurement Goals:
  • Deeper ABM metrics (66%).
  • ROI by channel (55%).
  • Closed-won deal analysis (52%).
  • ROI by content influence (50%).
  • Cost of customer acquisition (45%).

Key Insights

• Account-Based Metrics Gain Momentum: There is a clear trend toward using more account-specific metrics, especially with the rise of ABM strategies.
• Data Integration is a Major Challenge: Marketers struggle with connecting and analyzing data across platforms, which hinders their ability to demonstrate ROI and impact.
• Shift to Engagement and Intent Data: As digital strategies become more prevalent, engagement and intent data are gaining importance in tracking buyer activity.
• Manual Reporting Still Dominant: Despite the push for automation, manual reporting (Excel-based) is still widely used (53%), though web analytics and CRM are becoming more popular.
• Focus on Revenue Impact: The emphasis is shifting from initial lead generation to understanding how marketing efforts influence revenue and pipeline progression.

Summary of Survey Results

Conclusion

The survey underscores that while B2B marketers are increasingly aware of the need for better measurement and attribution, they still face significant challenges in implementing these strategies effectively. The shift toward account-based metrics and deeper engagement analysis reflects a broader move toward more sophisticated and data-driven marketing practices. As organizations continue to refine their measurement capabilities, the focus on aligning sales and marketing efforts and improving data integration will remain critical.