Increased Pipeline Influence Ups The Ante On Attribution, Reporting & Measurement
Doing more with less is a growing reality for most roles and industries these days, and B2B marketers are no exception. The 2017 Demand Generation Benchmark Survey showed that a majority of marketers are expecting budgets for demand generation to rise this year; yet, the rate of increase is shrinking.
The annual study also revealed significant shifts in the priorities and strategies marketers are emphasizing for this year, including:
- Greater precision and intelligence on marketing influence and impact;
- Deeper emphasis on reporting and measurement; and
- An ongoing focus on account strategies.
