marketing metrics

Today’s Metrics Fail to Connect Marketing to Growth

Marketing, you’re going to need different metrics if you want to prove your contribution to Growth. In our recent poll, “growth” received 100% of the responses for Marketing’s top priority this year. The second question asked, “What metrics (select all that apply) is your Marketing organization currently using to report on its contribution to the business?” […]

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Marketing Conversion Funnel for B2B Customer Relationships

The Funnel Beyond the Funnel: Deepening B2B Customer Relationships

I’ve long observed that B2B marketers focus too much on lead generation, and not enough on current customer expansion and retention, which is, after all, where the bulk of profits lie. When asked, the typical B2B marketer will say that 80 to 85 percent of their effort goes to customer acquisition. This is a mistake. […]

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