44% of Qualified Marketers Have No Clue!

According to Marketo, “44% of qualified marketers have no idea what a 10% budget increase could do for their companies!”

In order to track and improve your Return on Marketing Investment (ROMI), it is essential to identify B2B marketing metrics that will serve as a guideline in developing measurement insights. B2B marketers need to measure and track various marketing activities.

Do you know?

• What your prospects think of about your company in comparison with competitors 
• What your prospects search for when selecting a vendor
• What your messages mean to your prospects, i.e. how compelling, relevant and credible your message is to them.
• What is the awareness level about your company (prompted and unprompted)

While measuring B2B marketing is important, tracking the right numbers is equally essential. 

Here’s An Interesting 'Disclaimer’

“Just because you can track it, doesn't mean you should. 

Just because you can track it, doesn't mean it's important. 

Choosing the right metrics that will give you clarity and drive action in your business is most important.”

Courtesy: Matt Heinz, President, Heinz Marketing

Get to know how you can track the right metrics. Check Out ‘The Art of’ Series on Measuring B2B Marketing.

B2B Marketing Metrics from InfoCheckPoint

Are You Using Metrics that Matter?

There are 5 important questions B2B Marketers need to ask to ensure marketing metrics are relevant and results are meaningful:

1. What are the specific objectives and goals of marketing investments?

2. Should there be a change in marketing budget, is there significant impact on profit margins?

3. Are marketing investments effectively translated to growth in profit and revenues?

4. How to improve ‘revenue leverage’ or profit dollars over dollars spent on marketing and sales?

5. What are the gaps that need to be filled in optimizing ROMI (Return on Marketing Investment)? 

Some of the metrics used in measuring B2B marketing include Lead Generation Metrics, Sales Tool Metrics and, Awareness and Perception Metrics. Whether you measure utilizing all metrics or some of them, in order to be successful in measurement it is necessary to track the right numbers.

So, are you tracking the right numbers? Here are a few pointers:

• Evaluate effectiveness, not efficiency

• Test and retest before designing marketing tools

• Establish measure to segregate consequential publicity from news feeds

• Conduct internal test runs of lead generation / nurturing programs before going live

• Don’t consider funnel conversion rates autonomously

• Utilize sales and marketing metrics vigilantly

With answers to these questions and utilizing the right metric mix, you can develop measurement insights that create positive impact to your business growth. Get to know more on how to Measure B2B Marketing Meticulously. 

Measure not just marketing dollars, assess impact as well,

Evaluate your stance, use metrics that matter,

If you’re tracking it, do it right!