B2B marketers: are you doing more digital campaigns lately? If so, you've got company: many businesses have shifted spend from in-person events like lunch-and-learn gatherings to digital marketing campaigns due to lingering public health concerns. Tight budgets are another factor: digital campaigns tend to be less expensive, and if done right, they can be great lead generators.

A shift to digital highlights the importance of having robust digital marketing metrics capabilities. To succeed with digital campaigns, you've got to have a comprehensive understanding of how campaigns are performing in terms of engagement, cost, effectiveness and revenue so you can allocate spend efficiently to maximize lead generation and demonstrate marketing's contribution to deals won.