B2B marketers face growing demands to link campaigns to business goals. LinkedIn’s The Future of B2B Marketing Measurement report offers strategies to enhance tracking and optimization. Here are key insights and tips.
1. Tie Marketing to Revenue
Traditional metrics like clicks or impressions fall short. Focus on revenue-driven KPIs.
- Revenue Metrics: Vivek Khandelwal (ServiceNow) emphasizes, “Revenue metrics matter most, not click-through rates or impressions.”
- Demand Generation: Use LinkedIn’s revenue attribution reports to connect engagement to CRM data, tracking leads, opportunities, and deal metrics.
- Qualified Pipeline: Alex Venus (Personio) prioritizes pipeline over MQLs, targeting opportunities with 25%+ conversion rates.
- Impact Focus: Julien Harazi (Cegid) notes, “We’re paid for business impact, not activity metrics.”
Tip: Shift to demand generation metrics that predict revenue.
2. Build ROI Frameworks for Brand Marketing
Quantifying brand marketing’s value is critical as leaders demand financial clarity.
- Brand Value: Lucas Riedberger (Dassault Systèmes) links campaign spend to brand capitalization.
- Separate Metrics: Valerie Kile (Alma) separates brand and performance budgets, correlating brand spend with customer journey efficiencies.
- Standardized Frameworks: Guillermo Novillo (Microsoft) calls for frameworks tying branding to outcomes.
- Brand Lift Studies: Use LinkedIn native surveys or Nielsen studies to measure awareness and perception shifts.
- Account-Based Approach: Track brand campaigns’ influence on buyer journeys.
Tip: Develop ROI models to justify brand spend.
3. Use Sophisticated Attribution
Last-touch attribution is outdated for multi-channel campaigns.
- Machine Learning: Khandelwal uses ML models to assign credit across touchpoints, recognizing channel synergies.
- Lifetime Value: Sveta Freidman (Xero) advocates tracking lifetime value by channel and segment for optimization.
- Engagement Reports: LinkedIn’s company engagement reports measure persona-level awareness within accounts.
Tip: Adopt ML-driven attribution and track lifetime value for accurate insights.
Conclusion
B2B marketers can prove impact by linking efforts to revenue, quantifying brand value, and using advanced attribution. These strategies align campaigns with business success.