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Forrester: Marketers Improve Use of Data but Need to Prove Value of Marketing
Kate Maddox / BtoB / September 17
B2b marketers are getting more adept at using data and analytics, but they need to make a better case to financial and business leaders at their companies to demonstrate the value of marketing, according to a report from Forrester Research.
The report, “B2B Marketing Measurement Needs an MBA,” was based on an online survey in May of 174 b2b marketers, conducted jointly by Forrester, the IT Services Marketing Association and VisionEdge Marketing.
The survey found that while 60% of respondents agreed that marketing has become more adept at using data and analytics to improve its efforts, only 51% said business leaders see the financial value of marketing.
“While marketing’s stature in the business may be growing, the numbers that it reports aren’t getting the attention of senior management,” said Laura Ramos, VP-principal analyst at Forrester, in the report.
The survey found that 86% of marketers agreed that the link between marketing activities and business goals is well-defined at their organizations, while 72% said their company’s leadership clearly sees marketing’s impact on the business.