Key Strategies For A Revenue-Focused Approach T o Measuring Engagement Across The Buying Journey SPECIAL REPORT SPONSORED BY STATE OF B2B FULL-FUNNEL MEASUREMENT2 • State Of B2B Full-Funnel Measurement Introduction B2B marketers are increasingly expected to prove the impact of their initiatives. And that impact is rapidly being judged not only in the number of leads or click-throughs, but through engagement and real-world revenue. To address this reality, industry experts state that marketing teams at leading B2B companies are shifting their measurement approach to focus more specifically on factors such as channel influence, buying stage and specific account activity. “In parallel to deployment of new systems, there has been pressure for more revenue analysis,” sa

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