{"id":11295,"date":"2026-08-21T08:49:31","date_gmt":"2026-08-21T14:49:31","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=11295"},"modified":"2026-08-21T08:49:31","modified_gmt":"2026-08-21T14:49:31","slug":"b2b-marketers-dont-trust-the-data-used-to-shape-budgets","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=11295","title":{"rendered":"B2B marketers don\u2019t trust the data used to shape budgets"},"content":{"rendered":"<div><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"427\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/New-MarTech-Charts2-800x427.png\" class=\"attachment-large size-large wp-post-image\" alt=\"\" \/><\/div>\n<p class=\"wp-block-paragraph\">B2B marketing budgets are influenced by data that fewer than half of the people responsible for measuring marketing and communications fully trust.<\/p>\n<p class=\"wp-block-paragraph\">Only 49% of respondents are very confident in the accuracy and completeness of their data. Yet measurement influences strategy or budgets for 88% of respondents in paid social, 87% in paid media and digital, and 85% in owned content, according to a new study from 10Fold.<\/p>\n<figure data-wp-context='{\"imageId\":\"6a884b392eb13\"}' data-wp-interactive=\"core\/image\" data-wp-key=\"6a884b392eb13\" class=\"wp-block-image size-large wp-lightbox-container\"><img decoding=\"async\" width=\"800\" height=\"212\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2026\/08\/most-trusted-metrics-800x212.png\" alt=\"\" class=\"wp-image-412128\" \/><button class=\"lightbox-trigger\" type=\"button\" data-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\" data-wp-init=\"callbacks.initTriggerButton\" data-wp-on--click=\"actions.showLightbox\" data-wp-style--right=\"state.thisImage.buttonRight\" data-wp-style--top=\"state.thisImage.buttonTop\">\n<p>\t\t<\/p><\/button><figcaption class=\"wp-element-caption\"><em>Source: The Communications ROI Reset<\/em><\/figcaption><\/figure>\n<p class=\"wp-block-paragraph\">The study, \u201cThe Communications ROI Reset: What B2B Leaders Measure, Trust And Act On,\u201d surveyed 400 people responsible for marketing and communications at companies in the U.S., U.K., France, and Germany. Respondents included C-level executives, directors, department heads, and managers.<\/p>\n<h2 class=\"wp-block-heading\">Teams have the data, but struggle to connect it<\/h2>\n<p class=\"wp-block-paragraph\">Respondents draw data from a wide range of systems: 67% use website analytics, 67% use social analytics, 63% use CRM data, and 58% use marketing automation data.<\/p>\n<p class=\"wp-block-paragraph\">Only 35%, however, have fully integrated reporting across earned media, paid social, content, and digital channels. Another 19% have partially integrated reporting, while 18% have integrated reporting but unclear or inconsistent attribution.<\/p>\n<figure data-wp-context='{\"imageId\":\"6a884b392f184\"}' data-wp-interactive=\"core\/image\" data-wp-key=\"6a884b392f184\" class=\"wp-block-image size-large wp-lightbox-container\"><img decoding=\"async\" width=\"800\" height=\"340\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2026\/08\/reporting-metrics-800x340.png\" alt=\"\" class=\"wp-image-412129\" \/><button class=\"lightbox-trigger\" type=\"button\" data-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\" data-wp-init=\"callbacks.initTriggerButton\" data-wp-on--click=\"actions.showLightbox\" data-wp-style--right=\"state.thisImage.buttonRight\" data-wp-style--top=\"state.thisImage.buttonTop\">\n<p>\t\t<\/p><\/button><figcaption class=\"wp-element-caption\"><em>Source: The Communications ROI Reset<\/em><\/figcaption><\/figure>\n<p class=\"wp-block-paragraph\">Thirty-seven percent still use manual spreadsheets, and only 46% include reports from agencies or other partners. The data exists, but connecting a media placement, social interaction, or content engagement to what a buyer did next remains difficult.<\/p>\n<h2 class=\"wp-block-heading\">Executives put more trust in business outcomes<\/h2>\n<p class=\"wp-block-paragraph\">The research shows why those connections matter. Revenue impact ranks as the metric CEOs and boards trust most at 34%. Pipeline influence and media coverage volume each rank at 16%, while share of voice comes in at 11%.<\/p>\n<p class=\"wp-block-paragraph\">Communications measurement is already moving further downstream: 48% track leads or conversions influenced by earned media, slightly more than the 45% who track the number of media placements or mentions.<\/p>\n<figure data-wp-context='{\"imageId\":\"6a884b392f707\"}' data-wp-interactive=\"core\/image\" data-wp-key=\"6a884b392f707\" class=\"wp-block-image size-large is-resized wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"168\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2026\/08\/Measuring-outcomes-800x168.png\" alt=\"\" class=\"wp-image-412130\" \/><button class=\"lightbox-trigger\" type=\"button\" data-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\" data-wp-init=\"callbacks.initTriggerButton\" data-wp-on--click=\"actions.showLightbox\" data-wp-style--right=\"state.thisImage.buttonRight\" data-wp-style--top=\"state.thisImage.buttonTop\">\n<p>\t\t<\/p><\/button><figcaption class=\"wp-element-caption\"><em>Source: The Communications ROI Reset<\/em><\/figcaption><\/figure>\n<p class=\"wp-block-paragraph\">When measuring what happens after someone engages, 51% track social ad click-through rates, while 41% track form fills or inquiries. Multi-touch attribution is the most common method for connecting communications to outcomes, used by 43% of respondents. Another 25% use correlation or directional analysis.<\/p>\n<h2 class=\"wp-block-heading\">AI visibility adds another measurement layer<\/h2>\n<p class=\"wp-block-paragraph\">AI visibility adds another set of metrics for teams already struggling to connect marketing activity to business results.<\/p>\n<p class=\"wp-block-paragraph\">Fifty-four percent measure AI search visibility or brand citations in AI-generated content. Forty-six percent include AI visibility or AI optimization in C-suite reporting, showing how quickly the metric has moved into executive conversations.<\/p>\n<p><a href=\"https:\/\/www.semrush.com\/enterprise\/seo\/?utm_campaign=ic_mt_0101enterprise&amp;utm_source=martech.org&amp;utm_medium=referral\" target=\"_blank\"><\/a><\/p>\n<div>\n<div>\n<div class=\"headline-responsive\">\n        10X your SEO with <span>Semrush for Enterprise<\/span>.\n      <\/div>\n<p>\n        The world\u2019s most powerful SEO platform, purpose-built for Enterprise.\n      <\/p>\n<\/div>\n<div>\n      <span>Request demo<\/span>\n    <\/div>\n<\/div>\n<p>    <\/p>\n<p class=\"wp-block-paragraph\">Earned media is getting pulled into AI measurement, too: 42% track the number of LLM prompts citing their brand\u2019s media coverage.<\/p>\n<p class=\"wp-block-paragraph\">The next challenge is connecting that visibility to business outcomes. An AI citation can show that a brand appeared in an answer, but teams still need to understand whether that exposure contributed to a website visit, lead, opportunity, or sale.<\/p>\n<p class=\"wp-block-paragraph\">Before adding more metrics, teams need to determine which signals help explain buyer behavior, which connect to business results, and which provide enough evidence to guide investment decisions.\u00a0<\/p>\n<p class=\"wp-block-paragraph\"><em>The report can be <a href=\"https:\/\/info.10fold.com\/the-communications-roi-reset\" data-type=\"link\" data-id=\"https:\/\/info.10fold.com\/the-communications-roi-reset\">downloaded here<\/a>. (Registration required)<\/em><\/p>\n<p class=\"wp-block-paragraph\">\n<\/p><p>The post <a href=\"https:\/\/martech.org\/marketers-dont-trust-the-data-used-to-shape-budgets\/\">B2B marketers don\u2019t trust the data used to shape budgets<\/a> appeared first on <a href=\"https:\/\/martech.org\/\">MarTech<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>B2B marketing budgets are influenced by data that fewer than half of the people responsible for measuring marketing and communications fully trust. Only 49% of respondents are very confident in the accuracy and completeness of their data. Yet measurement influences strategy or budgets for 88% of respondents in paid social, 87% in paid media and &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/attentionmedia.io\/?p=11295\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;B2B marketers don\u2019t trust the data used to shape budgets&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-11295","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"featured_media_urls":{"thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2026\/08\/most-trusted-metrics.png",0,0,false],"medium":["https:\/\/martech.org\/wp-content\/uploads\/2026\/08\/most-trusted-metrics.png",0,0,false],"medium_large":["https:\/\/martech.org\/wp-content\/uploads\/2026\/08\/most-trusted-metrics.png",0,0,false],"large":["https:\/\/martech.org\/wp-content\/uploads\/2026\/08\/most-trusted-metrics.png",0,0,false],"1536x1536":["https:\/\/martech.org\/wp-content\/uploads\/2026\/08\/most-trusted-metrics.png",0,0,false],"2048x2048":["https:\/\/martech.org\/wp-content\/uploads\/2026\/08\/most-trusted-metrics.png",0,0,false],"inspiro-featured-image":["https:\/\/martech.org\/wp-content\/uploads\/2026\/08\/most-trusted-metrics.png",0,0,false],"inspiro-loop":["https:\/\/martech.org\/wp-content\/uploads\/2026\/08\/most-trusted-metrics.png",0,0,false],"inspiro-loop@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/08\/most-trusted-metrics.png",0,0,false],"portfolio_item-thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2026\/08\/most-trusted-metrics.png",0,0,false],"portfolio_item-thumbnail@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/08\/most-trusted-metrics.png",0,0,false],"portfolio_item-masonry":["https:\/\/martech.org\/wp-content\/uploads\/2026\/08\/most-trusted-metrics.png",0,0,false],"portfolio_item-masonry@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/08\/most-trusted-metrics.png",0,0,false],"portfolio_item-thumbnail_cinema":["https:\/\/martech.org\/wp-content\/uploads\/2026\/08\/most-trusted-metrics.png",0,0,false],"portfolio_item-thumbnail_portrait":["https:\/\/martech.org\/wp-content\/uploads\/2026\/08\/most-trusted-metrics.png",0,0,false],"portfolio_item-thumbnail_portrait@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/08\/most-trusted-metrics.png",0,0,false],"portfolio_item-thumbnail_square":["https:\/\/martech.org\/wp-content\/uploads\/2026\/08\/most-trusted-metrics.png",0,0,false]},"_links":{"self":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/11295","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=11295"}],"version-history":[{"count":0,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/11295\/revisions"}],"wp:attachment":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=11295"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=11295"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=11295"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}