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BizReport : Advertising archives : March 21, 2012

Pardot: One in five B2B marketers don't measure campaign effectiveness

In today's economy marketers need to know what works and what doesn't if they're to make the most of tight budgets. However, a recent survey by business-to-business marketing automation specialists Pardot found that one in five businesses are not tracking the effectiveness of their campaigns.

by Helen Leggatt

pardot_logo.pngFirst, the good news. The majority (80%) of B2B marketers that took part in Pardot's survey said they recognize the need for a data-driven approach to measuring campaign effectiveness and will spend more time on this exercise during 2012.

However, the current situation is that some 20% of B2B marketers aren't measuring marketing-sourced leads at all. Furthermore, over a third (37%) are not tracking revenue generated by their campaigns.

The reason for this lack of measuring campaign effectiveness is, according to Pardot's survey results, a lack of time and resources to do so.

"In today's lean-and-mean small business environment, it's crucial that marketers understand what's working and what's not, so programs can be improved and forecasts refined," said Adam Blitzer, co-founder and COO for Pardot. "I'm excited to see that more B2B marketers are moving in this direction."

Tags: B2B trends, campaign analysis, marketing budget, metrics

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