If you're a B2B marketer, you probably relied, at least in part, on in-person events to generate leads before the pandemic. Now, because of social distancing, you've likely reallocated those budget dollars to digital channels so you can keep engaging with customers. You may have noticed that the pandemic has lengthened sales cycles since purchasing decision-makers aren't in the office.

One silver lining is that it's easier to capture data from digital interactions, which makes it simpler to monitor campaign performance and make better decisions about marketing spend. Budget efficiency is more important than ever during uncertain times. You can't afford to waste a dime, so you need a way to attribute revenue to marketing campaigns. You'll also need to prove marketing's contribution to the value creation chain and identify which campaigns are working and which aren't so that you can allocate spend efficiently.

Research shows B2B marketers know they need to expand their marketing performance measurement toolkit. They want to demonstrate their impact on revenue and better understand buyer engagement. A recent Demand Gen Report survey found that more than 80% of B2B marketers were focused on improving their reporting capabilities to show how marketing feeds the pipeline and contributes to revenue. Campaign attribution for digital marketing can do just that.