2 ABM Benchmark Report: B2B Digital Advertising / © Terminus Software, Inc. Introduction Welcome to marketing, where a downward trending line on a graph can call into question the existence of your department and the value your role brings to your company. Lucky for us, seemingly every last part of what we do can be measured. But because of that, the only thing worse than bad numbers is a complete absence of numbers because you’re not measuring anything. (You ARE measuring things, right??) Digital advertising performance is no different. Yes, we get information down to the digit that tells us which ads get clicks, but we don’t always know why. A/B testing can help to point us to better performing ads, but how do we get into the rhythm of consistently creating high-performing ads an

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