B2B marketers say they value lead and engagement metrics more than their business leaders do, according to recent research from Spiceworks.

The report was based on data from a survey conducted in May 2018 among 185 marketers who work for B2B technology companies in North America and Europe.

Some 72% of marketers say lead metrics are very important, and 55% say engagement metrics are very important.

However, only 63% think their business leaders view lead metrics as very important, and just 36% think their business leaders view engagement metrics as very important.

B2B marketers say their business leaders instead value revenue and conversion metrics more:

B2B marketers say they track marketing metrics primarily to optimize future campaigns (79% cite that as a motivation), evaluate marketing channels (77%), and measure the success of messaging (62%).

About the research: The report was based on data from a survey conducted in May 2018 among 185 marketers who work for B2B technology companies in North America and Europe.