The power of measurement: Unlocking growth in B2B marketing

If you’re not measuring your B2B marketing, you’re wasting your budget.

A wise manager once told me: If a marketing campaign is measured properly and proves results, you can always ask for more budget. If not, expect pushback.

If you aren’t getting a return on your efforts, you’re wasting time and company money.

Here is why measurement matters and how it can improve results 

1. Shows concrete results at each stage of the buyer's journey: Measuring B2B marketing work is crucial for demonstrating its value throughout lengthy and complex sales cycles. When you can show concrete results at each stage of the buyer's journey, it becomes much easier to justify marketing spend and secure more budget for future campaigns.

2. Identifies what strategies are most effective: Data driven decision making tailors strategies to B2B challenges. This approach allows you to identify which strategies are most effective for engaging decision makers and influencers within target organisations. 

3. Optimises your performance across multiple touchpoints: Optimising performance means improving how your business interacts with potential customers across touchpoints such as your website, email, social media, webinars, trade shows and sales calls. 

4. Creates accountability and ROI: Measuring your B2B marketing helps establish accountability within the marketing team and helps you to demonstrate return on investment (ROI) to stakeholders in a way that resonates with them - with numbers. I was reading this blog over the weekend that noted 64% of companies in the US base future marketing budgets on past ROI performance. https://firework.com/blog/marketing-roi-statistics

It pays to measure.

Key B2B marketing metrics to consider

• Brand Awareness and recall among decision-makers

• Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs)

• Return on Marketing Investment (ROMI) for B2B Campaigns

• Content Performance in B2B Channels

The Power of B2B Marketing Metrics

As David Meerman Scott, a renowned B2B marketing strategist, stated:

"In a world where B2B buying decisions are increasingly made by committee, the ability to measure and demonstrate marketing's impact on the entire buying journey is not just important—it's essential."

By consistently measuring and reporting on B2B marketing efforts, you can improve your strategies and build credibility within your company and with potential business customers. This approach ensures that B2B marketing is seen not as a cost center but as a vital contributor to business growth.

Struggling to prove your marketing impact? Let’s build a measurement strategy that wins the budget and drives growth - book a call.