×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

Study: Marketers falling short in campaign metrics

Published on .

Atlanta—Almost 37% of b-to-b marketers don't track revenue generated by their campaigns, with many citing lack of time or resources to create reports, according to a study by marketing automation company Pardot. The study also found that 20% of marketers don't measure marketing-sourced leads; 30% are not tracking advanced metrics such as marketing-sourced opportunities; and 35% are not using lead nurturing for less qualified leads. However, 80% of respondents said they expect to spend more time focusing on marketing metrics this year than in the past. Pardot's online survey was conducted in February with 65 marketer respondents.
Most Popular
In this article: