Please rotate your device

Infographic: Taking the Lead — Why Marketing Analytics Shouldn’t be an Afterthought

Cooper Pickett

For a B2B organization looking to generate leads, there’s no more effective weapon than data.

In the B2B space, business growth and development is all about bringing new clients on board; that’s why the majority of marketers rely on total lead volume as a top metric to measure success. However, just 24% of these marketers actually know whether or not their efforts are translating into lead generation — meaning that they may be funneling their marketing spend towards ineffective strategies. Furthermore, 42% of B2B marketing professionals feel that a lack of quality data is holding them back from generating leads.

Analytics is the key to opening the black box of marketing and securing a higher marketing budget. And as it turns out, generating leads isn’t the only benefit of smarter data analysis. Check out our infographic to learn why knowing your numbers means growing your numbers:

Cooper Pickett


Columbia Entrepreneurship partner. Strategist. Marketer. Fan of minimalism.

Read more of Cooper's Articles