5 Metrics Every B2B Marketer Should Track

Ring with old keysYou have a lead generation program. An influencer program. An advertising program. A marketing automation program.

You measure every detail about every program. And your programs are doing great.

There is just one little problem: you are reporting on a series of programs. Even though reporting shows you are becoming a better marketer, it doesn’t show how marketing, overall, is progressively improving your company’s position. [Read more…]

How Search Reporting Misleads Marketers

To see how a particular element of your online marketing program is performing, you likely turn to your most recent reporting. But what if your measurement is wrong?

When online marketing reporting is based on the most recent click (which is the standard across most solutions), your reporting will be inflated for any marketing that reaches your audience shortly before they buy, register or sign-up.

The end result? You make the wrong marketing decisions. [Read more…]

B2B Marketing Metrics [#B2Bchat Recap]

Join #B2BChat on Twitter every Thursday at 8:00 PM EasternWhat are B2B marketers biggest measurement challenges? How do they effectively communicate results within the organization? What are the trends they are looking towards in 2012?

We tackled these and other questions during the weekly #B2Bchat discussion on Twitter on December 8, 2011. Highlights from the discussion along with additional commentary on each question is below. [Read more…]