Marketing = B2B growth machine: Revenue & qualified leads now top metrics for evaluating marketers’ success

Photo source: Carlos Muza | Unsplash

 

Marketing = B2B growth machine: Revenue & qualified leads now top metrics for evaluating marketers’ success

Thomas Reiner | 06.10.2021

Digitally supported marketing is the new growth engine for B2B companies. Surveys among senior-level B2B marketers prove the trend and show growth as the new core topic in marketing. Branding, on the other hand, is falling behind.


 

How do you measure the success of B2B marketing? A recent survey of 117 senior-level B2B marketers by Fortella (2021) shows that growth themes have become the primary metrics against which B2B marketing activities are evaluated.

  • 80 percent of respondents see revenue as the most important metric.
  • 79 percent name a qualified pipeline as a top priority.
  • Only 59 percent still measure marketing success by branding and the attention it generates.

 

Performance marketing and user-centricity

Performance marketing is a discipline of digital marketing. In performance marketing, publishers only receive appropriate remuneration if measurable results are available. These include, for example, cost per click, cost per sale or cost per lead.

The focus is on the targeted generation of new customers via digital communication channels. They are then transferred as qualified leads to the sales area and subsequently converted.

The key to performance marketing is user-centricity. The right message must reach the right target group via the right channel. In parallel, existing customers are additionally nourished by the content they receive.

 

Game changer

Digital transformation is a game changer. New times have also dawned in marketing. Branding as a means of increasing attention now only plays second fiddle. The supreme discipline is now called performance marketing. On the basis of digital technologies, growth is thus becoming the core topic, especially in B2B marketing – and is turning marketing into a growth machine.

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