Marketers say accurate measurement is the most important element of a successful B2B multi-channel marketing strategy, according to recent research by ActOn and Ascend2.
The report was based on data from a June 2022 survey of 98 marketers who work for B2B companies.
Some 72% of respondents say that accurate performance measurement is one of the most essential elements of a successful B2B multi-channel marketing strategy. Other top elements include integrated marketing technology (40% cite as essential), analytics dashboards/visualizations (40%) and an optimized channel mix (38%).
Some 54% of B2B marketers say their current marketing technology stack partially enables them to measure multichannel marketing initiatives across all channels.
B2B marketers say their biggest challenges to executing successful multi-channel marketing are insufficient budget/resources (50% cite) and lack of an effective strategy (47%).
Some 72% of B2B marketers rate their current multi-channel marketing strategy as somewhat successful.
About research: The report was based on data from a June 2022 survey of 98 marketers who work for B2B companies.