In B2B marketing, professionals face a unique challenge: delivering immediate results while staying true to long-term strategic goals. Recent data* offers a more balanced view than headlines often suggest, showing that marketers aren’t solely driven by short-term targets but are working to build lasting value too. What the data shows
39% of marketers see ROI as the most crucial metric, reflecting the pressure to prove immediate impact.
Customer Lifetime Value (CLV) follows closely at 31%, showing a commitment to long-term relationships.
Brand awareness and Customer Acquisition Cost (CAC) both sit at 30%, highlighting an effort to balance acquisition with sustained brand building.
These figures reveal that B2B marketers aren’t ignoring long-term growth, they’re managing multiple priorities under scrutiny from finance and leadership. The challenges marketers face:
Limited data and analytics capabilities: 35% cite this as their biggest hurdle.
Attribution difficulties: 34% struggle to link outcomes to specific marketing activities.
Resource constraints: 33% say tight budgets make it harder to invest in longer-term strategies.
These challenges often make it appear that marketers prioritise short-term wins, when in reality, they’re fighting to measure and communicate long-term impact.
Beyond vanity metrics
Vanity metrics, like inflated engagement figures that don’t link to revenue, can undermine marketing’s credibility. The shift towards metrics like MQL to SQL conversion rates, attributable revenue, and Customer Lifetime Value helps marketers show the real impact of their work. Strong brands don’t just chase quick wins; they build resilience and outperform competitors over time.
Integrating brand and performance marketing
Brand building and performance marketing aren’t opposites. Engaging, distinctive campaigns deliver both short-term leads and long-term market share. As Tony Miller, Chair of the DMA, notes: ‘It’s not either-or. Brands that fail to balance performance and brand lose distinction and narrative.’ Research shows dull ads are far less effective than emotionally resonant ones, even if short-term numbers look healthy. How marketers can bridge the gap
Invest in better analytics and attribution models to prove longer-term impact.
Frame marketing spend in terms of revenue contribution, not just activity.
Foster collaboration with finance and sales to align on shared business outcomes.
Recognise and reward metrics tied to growth, such as CLV and market share.
Looking ahead
AI and new attribution tools will help measure brand impact and connect it to business results. But marketers must stay focused on meaningful, shared metrics and avoid the temptation to reinvent measurement terms that obscure value.
In summary, B2B marketers aren’t simply chasing short-term ROI, they’re carefully balancing immediate pressures with a commitment to long-term brand health. With clearer metrics, stronger cross-team collaboration, and an integrated approach to brand and performance, marketing can continue to prove its value in driving both short-term success and sustainable growth.
*Censuswide 2024