B2B marketers are urged to enhance their measurement strategies to reflect the impact of marketing efforts on revenue, as discussed in LinkedIn's report 'The Future of B2B Marketing Measurement.' Shifting from conventional metrics like impressions to revenue-driven analytics is essential. Industry leaders advocate prioritizing demand generation metrics and focusing on qualified pipeline opportunities. Marketers increasingly need to demonstrate brand marketing's financial value, aligning metrics with broader business objectives to enhance accountability and effectiveness.
You can talk about click-through rate, cost per click and cost per impression all day long, but what eventually matters to the business are the revenue metrics.
Our North Star metric is qualified pipeline, which means an opportunity that your salespeople care about, which should be converting at a rate of 25% or more.
As marketers, we're paid less and less on activity metrics and more and more on impact metrics-the actual business that we're generating.
More and more marketers are being asked to quantify the value of brand marketing in financial terms.
Collection
[
|
...
]