DemandGen：2018市场营销影响报告（英文版）(21页).pdf

1、The 2018 Marketing Impact Report SaaS Organizations Prioritize Deeper Measurement To Prove Marketing Impact By Understanding What Works Across Channels, Buyer Stages SURVEY REPORT SPONSORED BY Given the continued focus on performance marketing and revenue generation in SaaS organizations over the pa

2、st decade, measurement and reporting have been a growing priority for marketing teams. However, even as reporting and metrics have moved into the spotlight, the definition and sophistication of measurement have varied greatly across organizations. The loose interpretations or differing expectations

3、are quickly becoming a thing of the past, as the C-suite, sales leadership and marketing teams themselves are now succinctly focusing on delivering metrics that prove and demonstrate marketings impact on revenue, growth and other key business initiatives. Perhaps more importantly for the future of m

4、arketing measurement technology, companies are aiming to show that impact beyond revenue and volume. Theyre positioned to use more granular metrics to prove their impact on customer-focused metrics like retention, cross-sell and customer lifetime value. The evidence for transition is one of the key

5、takeaways from The 2018 Marketing Impact Report, which is one of the first studies to show the trend toward customer-based impact plans. At a “current state” level, the report shows that priorities for SaaS enterprises are clearly focused on proving the impact of marketing campaigns, as 92% of those

6、 surveyed said it was a growing priority for their company. However, the efforts to prove that impact are decidedly in development. Some companies still struggle with proving it, as 71% of respondents said their companies had room for improvement in measuring marketing impact. Of that percentage, 33