75% of B2B Marketers Say Measurement Systems Fall Short of Budget Decisions
Optimixed.com
MARTECH
45
Analysis
TLDR
Only 49% of B2B marketers fully trust their measurement data despite 85–88% relying on it to shape budgets, and AI visibility metrics are complicating the already fragmented landscape.
A new 10Fold study finds that fewer than half of marketing and communications leaders are confident in the accuracy of data informing budget decisions, even though measurement drives strategy across paid social, digital media, and owned content. Per the research, only 35% have fully integrated reporting across channels, 37% still rely on manual spreadsheets, and multi-touch attribution remains the dominant method for connecting activity to outcomes—a challenge compounded by the addition of AI visibility and LLM citation tracking as new metrics that teams struggle to tie to actual business results.
Topics:AI & Machine Learning in SEO
Was this useful?