B2Bs Still Struggle to Tie Leads to Marketing Touchpoints

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While online marketers continue to rely on the click as a major measure of effectiveness, often to the neglect of other marketing channels that played a role in earlier stages of the purchase funnel, business-to-business (B2B) marketers around the world have a similar problem, according to the “2010 Lead Generation Marketing ROI Study” by the Lenskold Group.
 
Nearly half of B2B marketers surveyed said their highest level of lead generation measurement capability was to give all credit to the last marketing touchpoint. Fewer were able to employ more sophisticated techniques that would more accurately attribute lead generation across multiple touchpoints, and a fifth of marketers did not use this type of measurement at all.
 
Measurement capabilities varied, however, based on whether B2Bs were using ROI metrics to determine their marketing effectiveness, versus avoiding financial and profitability metrics in favor of using only traditional marketing metrics. Since 2008, usage of at least some financial metrics such as cost per lead and cost per sale increased significantly, but in 2010 ...
 
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