They’re common questions asked in executive team meetings, board meetings, and even in marketing staff meetings:
“How do we know our marketing is working?”
“Is the expense worth it?”
“Is the investment delivering the results we expected?”
Marketing is a way to scale a business and requires an investment to do so that rarely pays off instantly. Good B2B marketing is built on a strong foundation of brand, messaging, and positioning that is then driven into the market through various tactics, ultimately paying off in sales funnel activity and customer wins.
There are many steps to the process, especially in complex B2B sales environments where there are many decision makers, lots of reviews, and frequent gaps between requirements and what is offered.
While there are many metrics that highlight performance and investment return to choose from, the two key measures that will reveal if your B2B marketing is working are:
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