While b-to-b marketers may be a bit behind the curve in terms of social media adoption and measurement, Woelker said, they are catching up more quickly than some might think.
Another important new trend is keeping track of what users do before and after they interact with a piece of content you create. For instance, analytics vendor Coremetrics has introduced a capability called “impression attribution” that lets marketers better track the paths users take across e-mail, paid search and affiliates—including the clicks leading up to and away from an interaction with marketing content.
“Marketing now wants to see things that happen off-site, not just impressions,” said John Squire, Coremetrics chief strategy officer. “The goal is to understand what sites and marketing activities bring in the right types of customers and where to place that one more incremental dollar of spending to get the best effect.”