This Week in Marketing: Modern Metrics That Matter
B2B marketing is undergoing a much-needed reputation renovation. Other departments used to think that what we do is touchy-feely, fuzzy, hard to measure — stuff like “awareness” and “share of voice” that didn’t translate directly to revenue.
Even some B2B marketers internalized that criticism.
Now we know better. What’s more, we have the data available to trace exactly how our marketing translates into revenue.
Proving the Return Of Investment of marketing isn’t just possible now; it’s imperative.
This week, we’re focusing on the art of measurement, specifically as it relates to B2B marketing. Read on to learn what to measure, how to measure it, and how to optimize based on what you find.
What to Read
B2B Content Marketing Metrics:
Tracking What Matters (Online Marketing and Sales): Content marketing is great for awareness, but it can drive lead generation and even sales, too. Content strategist Danielle Antosz digs into content marketing measurement throughout the buyer journey, including tips on improving each of these metrics once you’ve measured.
Reality Check! Are You Measuring the Right Content Marketing KPIs? (Digifloat) Are: Ready to dig even deeper into measurement? TIV Developers started with four different specific goals for content, and explains which metrics will best help you measure progress towards each of them.
How to Fix Your Landing Page Conversion Mistakes (CMI): Once you’re looking at the right metrics, you can spot opportunities for improvement. One common problem: When traffic to your landing page increases, but conversions stay the same. Lakshmi Padmanaban shares tips on how to compel visitors to take the next step.
How to Use B2B Market Segmentation to Grow Your Business (Elevation Marketing): Addressing the right audience with the right message is key to hitting your performance goals. This post explores different ways to address segments of your audience with hyper-relevant messaging, without relying on individual third-party data.
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