B2B Marketers Step Up Shift From Activity Metrics To Identifying & Driving Engagement
Demand Gen Report | November 15, 2017
For much of the past decade, success for B2B marketers has been defined as getting buyers to respond to offers by clicking on, opening or downloading an asset. While these actions are still often used as a sign of initial interest from an individual buyer or an account, marketers are increasingly shifting their focus and efforts to new tactics and tools that can determine engagement beyond impressions or form fills.