HomeResearch Articles Defining and Measuring B-to-B Buyer Engagement

Defining and Measuring B-to-B Buyer Engagement

  • B-to-b marketing organizations increasingly find that metrics related to marketing-sourced leads and pipeline inadequately express marketing’s contribution
  • Marketing functions should focus on influencing multiple members of buying groups across the entire buyer’s journey
  • Engagement metrics are a useful way of connecting marketing interactions with buying groups to business impact
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