According to a 2012 study by AMR International, annual growth of U.S. B2B online marketing spend is expected to reach 14% by the end of 2012. Surprisingly though, only 50% of current B2B marketers formally analyze their metrics to judge ROI. That’s unfortunate since the other half of B2B marketers that do analyze metrics see much stronger results from their online marketing.
One of the largest benefits to tracking and analyzing metrics is that it allows you to react and respond immediately to what’s working and what isn’t. Having that kind of insight into your marketing campaign is an invaluable tool for B2B companies because it lets you make quick decisions without wasting lots of marketing spend on activities that aren’t working.