Without marketing metrics, marketers cannot manage investments or show the value of marketing. However, without careful selection of metrics, diligent analysis and a clear overarching vision, those same metrics can become the biggest barrier to successful long-term marketing programs.

Short term metrics are easily gamed, and it often happens unintentionally. Here are a few common metrics for B2B marketers and ways some businesses influence the metric without driving long-term results. [Read more…]