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 could call south whatsapp number data 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.
Aligning B2B marketing and sales
Aligning the marketing department with the sales team is a strategic issue to impact your business objectives more efficiently and quickly.
Marketing in B2B markets consists of a marketing plan, various tactics, business objectives and the continuous evaluation of sales growth within a target market. In this sense, all members of the marketing department (product marketing, operations, branding…) must be responsible for achieving a common set of objectives, results and expectations in everything they do . But in addition, their performance must be measured in terms of growth and efficiency.
The combination of accountability, alignment and measurement are the keys to driving modern marketing in B2B companies.
The most common B2B marketing metrics
Starting from a more traditional approach, we could say that these are the most common B2B marketing metrics:
