One major obstacle to measurement is poor data infrastructure: 34 percent say they do not have the right tools to collect and analyze marketing program data. Another challenge is a lack of understanding of the metrics needed at each stage of the buying decision, with 22 percent citing this as a top obstacle to meeting the evolving needs of the market.
This survey was fielded online from the period of
January 22 to February 8, 2013
. The true population of B2B marketing professionals in the US was researched via a 25 question online survey. A representative sample of the BtoB marketers audience was invited to participate in the survey via email. A sample of 243 completes was achieved. Confidence Interval: 94% - Margin of Error: +/- 5%
Methods and procedures adhere to the standards and ethics established by the Market Research Association (MRA-net.org). Individual participant or participant company names are not disclosed. Results are reported in aggregate only. No incentive was offered to complete the survey.
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