B2B Marketing’s Measurement Mess

An infographic breakdown of the State of B2B Marketing Measurement report — showing how data overload and outdated metrics are holding B2B marketers back.

B2B marketing has no shortage of dashboards — but clarity? Not so much. Marketers are still overwhelmed, underequipped and stuck reporting the same feel-good metrics that don’t drive outcomes. From vanity stats to legacy pipeline obsessions, it’s no wonder B2B marketing analytics teams are burned out, and leadership’s losing trust. Too many are still mistaking data collection for true decision-making, and failing to see how metrics can evolve their marketing strategy.

It’s time for a hard reset on what we track and why. If you’re ready to stop measuring what’s easy and start measuring what matters, this breakdown’s for you.

Matthew Wright, Senior Content Director