Metrics That Matter For B2B Marketers

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Metrics That Matter For B2B Marketers Performance Management: The B2B Marketing Playbook by Laura Ramos June 22, 2016 FoR B2B MaRketing PRoFessionaLs ForresTer.coM key takeaways B2B Marketers Focus on Measuring Program outputs, Not Business outcomes Lacking the skills to manage messy corporate data and glean important insights from it, B2B marketers measure what is convenient and easy and track and favor quantity over quality. However, marketers who fail to align marketing activity with business results will continue to struggle to gain credibility and retain budgets. Metrics Must connect Marketing To revenue, Profit, And customer Growth Marketers gain respect and avoid being viewed as a cost center when they can quantify how they drive sustainable business development. B2B CMos must be able to use performance management to answer key questions that the Ceo and CFo pose about marketing's impact on revenue, profit, and customer growth. Manage Marketing Performance Across The customer Life cycle Rapid technology and competitive changes, coupled with global service-oriented economies, put marketing in charge of the buying cycle. B2B marketers must calibrate internally focused customer engagement processes to the buyer's purchase journey — not vice versa — while extending performance measurement to post- sale activity. Why Read this Report B2B marketers must do more than measure activities like click-through rates and event attendees; they need to show how their activity directly affects business results. this report shows marketers how to provide insight on the things that matter most to their executive peers and the board — growth in revenue, profit, and customers. While marketers need to capture a wide range of metrics, this report focuses on measuring marketing's contribution to revenue as a function of customer acquisition and installed base growth. this is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to factor in new ideas and data.

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