The evolution of the modern B2B buyer’s journey is well-documented. Accelerated by COVID, this journey has only become more complex over the course of the last few years.
B2B buyers are increasingly comfortable with a “self-serve” approach – doing online research, seeking recommendations from peers and engaging on their own terms. As a result, marketers now have a greater opportunity to directly impact even more of the buyer journey.
Unfortunately, traditional approaches to B2B marketing measurement are not built for this new world and identifying attribution touchpoints can be convoluted. Here are four key considerations to evolve your approach to marketing measurement and more effectively leverage what marketing can do.