2010 B2B Lead Generation Marketing ROI Study: Lenskold Group marketing ROI and measurement firm

Marketers that did measure ROI were better able to track leads to marketing touchpoints. Only 11% said they did not do any tracking, compared with 40% of marketers using only traditional metrics. They were also about twice as likely to use modeling to identify incremental leads and interaction effects among touchpoints, and five times as likely to measure incremental leads with techniques like...