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The past last two years, we’ve been tracking how B2B marketers (and B2C marketers with sales teams) are driving growth at their organizations in the State of Pipeline Marketing Report. It’s an annual study and the biggest piece of research that we produce. This year, the report was produced in partnership with Heinz Marketing, Radius, Reachforce, and Uberflip.



So what did we learn?

We learned that marketers are using more channels than ever. Year-over-year, social media had the biggest increase in usage, while PR and TV, radio, and print ads had the biggest decrease in usage.

And when it comes to marketing channels that are most effective at driving revenue, the study found that word-of-mouth referrals had the greatest positive impact. SEO, email marketing, conferences, and content marketing round out the top five channels. Among respondents who reported the greatest ROI, word of mouth, SEO, and content marketing were the three most effective channels.

Marketers are also getting more sophisticated about their measurement. Over 24% of marketers use revenue as their primary metric, up from 19.2% last year, and over 50% of marketers are using either opportunities, pipeline, customers, or revenue as their primary marketing metric. There is a growing focus on down-funnel accountability for marketers.

We also learned that more marketers are using multi-touch attribution models. Over 25% of marketers reported using a multi-touch model, compared to 16.4% last year.

This year’s report contains dozens of powerful stats and insights to help marketers focus on the entire funnel and drive more revenue. It covers marketers’ thoughts on their priorities for 2017, the confidence in the accuracy of their data, their expectations for key channels like content marketing and technologies like predictive analytics, alignment with sales, and much more.

The report also contains a number of key pivots to the data, including: marketing leadership vs. marketing practitioners, marketers using multi-touch attribution vs. marketers using single-touch attribution or no attribution at all, B2B companies vs. B2C companies, and breaking the data down by company size.