Introduction

Most B2B marketers don’t trust their brand data. Half gave up on tracking, and the rest use numbers they doubt.

What's the problem it solves?

B2B marketers struggle to prove brand impact. Without clear or trusted data, they either stop measuring or rely on weak signals to guide big decisions.

Quick Summary

A recent report shows that 100 out of 100 B2B marketers aren’t confident in their brand metrics. Nearly half openly distrust the data they use, and over half gave up on measuring brand impact altogether. Most are stuck relying on basic tools like Google Trends or skipping measurement completely.

Marketers face several problems: buyer behavior is hidden, brand results show up years later, and old measurement tools don’t work in today’s AI-first world. Most teams don’t have the budget, tools, or leadership support to measure brand properly. And when data feels useless, money gets moved to easier-to-track campaigns like lead generation, even if those don’t build long-term demand.

But some teams are figuring it out. They don’t aim for perfect numbers. Instead, they watch trends, mix different data points, and act on good-enough signals. They track progress, not perfection. This gives them an edge over brands flying blind.

Key Takeaways

• 52% of B2B marketers have stopped measuring brand altogether
• 0% feel confident in their brand data
• Most use weak tools (like Google Trends) or nothing at all
• Only 13% use strong tracking methods, and fewer still run real experiments
• The top 26% act on partial data and learn over time
• Waiting for perfect numbers slows growth while competitors build awareness
• Brand impact takes years and often can't be tracked neatly
• Teams that track movement, not just numbers, are seeing the most progress

What to do

• Start simple: Use basic tools like Google Trends or run small brand surveys
• Stop waiting for perfect: Take action on 70% confidence, not 100% certainty
• Look for patterns: Mix survey data, search trends, and sales feedback to spot direction
• Track change over time: Focus on whether brand signals are rising or falling
• Link brand to business logic: Show how brand awareness relates to sales events (e.g., RFPs)
• Keep going: Build measurement habits even if the data isn’t perfect
• Avoid the trap of performance-only: Don’t let unclear brand metrics push all budget to lead gen
• Educate leadership: Show that some measurement, even rough, is better than none at all

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