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Just over a year ago, B2B marketers reported that one of their biggest challenges was not being able to measure impact across channels – and that the top metric they wanted to use in the next 12-18 months was measuring ROI across channels. One year later, a new Demand Gen Report (DGR) study [download page] – produced with LeanData and Vidyard – indicates that the desire to measure ROI by channel remains prominent.

Cross-channel measurement is clearly on the minds of marketers this year, with the IAB revealing it is a use case that will be taking up the time and attention of many marketers this year. In this newest study, when more than 250 B2B marketing executives surveyed were asked which metrics they would like to use in the next 12-18 months, 56% cited ROI by channel, making it the most sought-after metric.

Additionally, cross channel engagement is a metric that half of the respondents say they would like to use in the near future. B2B marketers have reported that engaging with prospects has been a particular challenge when they are trying to generate new leads. Since buyers tend to look for information across different channels during their buying journey, being able to measure engagement across those channels can prove beneficial in order to see where engagement is highest.

Fewer (39%) B2B marketers surveyed said they would like to use customer lifetime value as a metric in the next 12-18 months. While this does not necessarily imply that marketers are less focused on what value a customer has in the long-run, it does seem to be less of a priority, with an Econsultancy/RedEye report similarly reporting that only 33% of companies have customer lifetime value as a KPI.

To read more, download the study here.

About the Data: The report analyzes findings from a survey of 255 B2B marketing executives, 82% of whom are based in the United States.

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