The report was based on data from a survey conducted in May 2018 among 185 marketers who work for B2B technology companies in North America and Europe.
Some 72% of marketers say lead metrics are very important, and 55% say engagement metrics are very important.
However, only 63% think their business leaders view lead metrics as very important, and just 36% think their business leaders view engagement metrics as very important.
B2B marketers say their business leaders instead value revenue and conversion metrics more:
B2B marketers say they track marketing metrics primarily to optimize future campaigns (79% cite that as a motivation), evaluate marketing channels (77%), and measure the success of messaging (62%).
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji