The Measurement is the Message: Effective Practices for B2B Marketing Measurement

B2B marketing measurement is evolving. Fragmented tools, long sales cycles, and untrackable buyer touchpoints make proving impact a challenge. But measurement isn’t just about reporting performance – it’s how marketers build credibility and trust across marketing, sales, finance, and leadership.

In a report sponsored by LiveRamp and LinkedIn, the Coalition for Innovative Media Measurement (CIMM) interviewed nearly 20 senior B2B marketing leaders from brands like Adobe, SAP, Vanguard, and Hewlett Packard Enterprise to uncover what sets the most effective measurement strategies apart.

In this report, you’ll discover:

• How to overcome the most significant obstacles B2B marketers face: data silos, dark funnels, and limited visibility into sales data
• Proven frameworks for connecting marketing metrics to business outcomes 
• How to communicate measurement in a way that earns lasting executive alignment
• What’s next for B2B measurement, from AI-powered insights to advanced data collaboration across companies and teams