From The Editor | September 12, 2022

Measuring Results


By Perry Rearick, Chief Editor, Follow Your Buyer


Thought for the Week – Measuring Results

This is the time of the year when B2B marketing teams begin planning for the next year, assuming you operate on a calendar-year planning budget.

Before you begin planning, you’ll likely give some thought to how things went, and are still going, this year.

I don’t mean to sound harsh, but for many of the B2B marketers I speak with, that means assessing their marketing activities and whether the C-suite is happy with sales. What’s often missing are all the details in between.

For example, maybe you signed-up for that pay to play deal from a prominent publisher in your market. “If you buy a cover-4 in our March issue, we’ll publish an interview with your CEO, and of course, you can write it.” Wasn’t that great? And the boss still has that issue framed and on her office wall. Let’s do that again. But did your business really benefit beyond giving you an ego boost?

The capabilities of marketing technology can help us move beyond these limited vanity metrics.

When measuring the efficacy of your marketing efforts, you should expect enough fidelity to adequately depict the journey that buyers take from initial engagement with a piece of your content through closed business. As we all know, the average B2B journey is long and complex. It begins with exploring content to help them understand the issues they are facing long before they reach out to a solution provider.

And I’m not talking about market research. Maybe we’ll address that in a future blog.

What you should expect are details about when a prospect first engaged with your content. Did they share it with others in their organization? How many other pieces of your content did they engage with and when? Did they respond to your follow-up messaging, even passively? And when did they first speak with you? How long did their journey take?

The details of their journey create a roadmap that informs you about what worked and what didn’t. You can then compile this data to shape your marketing communications plan for the next year that includes content themes, topics, and effective follow-up messaging.

So, you don’t have to rely only on circulation numbers, clicks, and opens. There’s a better way!

I hope you have a great week!