Most B2B marketing professionals are not tracking consumer engagement with digital content, a B2B Marketing and Telemarketing Company report concluded (1). A survey of more than 150 B2B marketers found only 41 percent of companies were tracking their customers' engagements.
Of those who said they were, only 27 percent stated they were using prospect research or bespoke customer analysis to measure success. The rest were demonstrating engagement through Net Promoter Score or other metrics that have demonstrated a lack of accuracy.
New tools are being utilized to track customer engagement. ClickZ featured a story about marketers who were utilizing consumers' physical movement to gain insight on interaction (2). It's not enough to measure how many times a customer clicks on a page or scrolls through products; new software can show companies customer finger movements on mouse pads and touch screens to give more detailed interaction accounts with online materials.
The most surprising statistic in the B2B Marketing report was that 80 percent of B2B marketers said tracking customer engagement was a high priority. If companies are really serious about gathering data from consumer interaction with content, then they need to acquire new tools and speak with a digital marketing partner.