We propose an advanced approach to B2B marketing metrics: which metrics should you use? What processes should you activate?
B2B Marketing Metrics: Alignment, Measurement, and Accountability
With this post we aim to add something more to the more traditional approach to B2B marketing metrics.
“Half the money I spend on advertising is wasted, the problem is I don't know which half,” John Wanamaker
This quote comes up frequently in meetings with B2B company executives . They are not wrong. They are tired of having vague metrics on the impact of the actions carried out by their marketing departments on sales.
They are often provided with metrics that we united states of america phone number librarycould call vanity metrics. These are easy metrics to measure or monitor (number of impressions, clicks, likes, opening rates, visits, etc.) but they are ambiguous when it comes to reporting on the return on investment. Rather, they serve to justify the existence of the person in charge of measuring them, and little more.
“What gets measured improves” – Peter Drucker
Marketing professionals are required to demonstrate their contribution to business generation.
But to make an impact on sales, we must not only worry about being accountable. Aligning the efforts of your company's teams is another key to achieving success. Do you remember how Belgium dominated Japan in the final seconds of the 2018 World Cup match in Russia? The teamwork that the Belgians did in a counterattack started by Courtois allowed them to reach the Japanese goal in just a few seconds and achieve victory.