The B2B advertising market is diverse and complex, encompassing a wide range of businesses with widely differing marketing objectives, from small suppliers targeting SMBs with office supplies to major enterprise software vendors targeting global multinationals. Many of these B2B marketers face significant measurement challenges, as they try to determine who was exposed to the campaigns, what action(s) they took, which impressions delivered the most value, and the overall effectiveness of the campaign.
This study explores this complicated landscape, investigating the unique characteristics of B2B measurement, defining the ongoing challenges in the space, and identifying the effective practices that B2B marketers are taking to manage the analytical and political challenges of developing and measuring B2B ad campaigns.
