Study: Marketers falling short in campaign metrics

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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.
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