A recent study from MarketingSherpa showed that 68% of B2B companies haven’t yet identified their sales funnel, and 76% of B2B marketers don’t use any type of marketing automation. When studies routinely show that marketing automation consistently increases conversions and decreases cost-per-acquisition, ignoring this channel is a huge lost opportunity for B2B companies.

Having a clear understanding of performance and being able to take away actionable insights is key in making sure your online marketing efforts are leading to quantifiable increases in revenue and profitability. Otherwise, you’re letting qualified leads fall through the cracks.