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Five Must Have KPIs for B2B Marketing ReportsThe ways of B2B marketing KPIs & reports have been changing rapidly in the past few years. The pandemic temporarily halted in-person events, a major source of leads for many B2B companies, prompting marketers to shift to digital channels. Here’s a closer look at five must-track KPIs for a new era in B2B marketing. At the same time, marketers continued to adopt account-based marketing (ABM) strategies, which became the go-to approach after intent data providers made ABM practical at scale. Activation rate : Forrester revised its B2B Revenue Waterfall last year to more accurately describe the sales and marketing funnel in an ABM context.