Gartner Research

Use Customer Data to Evaluate Buyer Engagement and ROI From Demand Generation Programs

Published: 30 May 2019

ID: G00395563

Analyst(s): Suzanne White


Measuring demand generation effectiveness requires that customer profile and engagement data be tracked properly and be connected across marketing and sales. Product marketers must collaborate with IT, marketing operations and analytics teams to put processes in place for cleaner, connected data.

Table Of Contents
  • Key Challenges



  • Understand Buyer Journey and Account Engagement Triggers
  • Track Buyer Engagement With Tag Management Systems
  • Capture Expected Value Through User Stories
    • Include Marketing User Stories in the Planning Process
    • Examples of Demand Generation and ABM User Stories
  • Maintain Consistent Data Enrichment Best Practices
    • Bring on ABM Platforms for Account Selection and Buyer Relationships
    • Enrich Customer Data With Data Intelligence Solutions for Sales Teams
  • Summary

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