B2Bs Still Struggle to Tie Leads to Marketing Touchpoints
A new study by the Lenskold group has some very interesting findings:
- Over 40% of B2B marketers surveyed still use the last marketing touchpoint as the lead source.
- 20% of B2B marketers do not track leads to specific marketing touchpoints.
- A staggering 30% do not use any financial metrics for tracking their marketing programs. Some marketers have been working on integrating financial metrics into their analytics since this number has come down from 40% in 2008.
Here is a more extended summary of the study.
How effective are your marketing programs? Where do you stand in the spectrum?
