Drift VP of Marketing Kate Adams and Bizible/Marketo/Adobe Product Marketing Manager Jordan Con teamed up to present their 5 keys to measuring marketing efficacy. They contend that B2B marketing is broken. It’s inefficient, it’s expensive for marketers, and it results in a lot of wasted money. Ultimately, what you end up with is a lot of missed opportunities, missed revenue, and missed engagements with those customers. Join them as explain how to fix the broken system.
The first key is putting the customer at the center of everything you do. A successful marketing program and organization, Kate argues, is entirely contingent on your willingness to place the customer experience above all else.
Second is focusing primarily on granular data from the source. The old way of forcing everything through forms, which people don’t really want to fill out anymore, costs you fidelity and is extremely prone to human error.
Key three is really tied in with the previous one. It’s about unifying and normalizing your data, across that entire buyer journey. Everything needs to work together to move people through the buying process.
The penultimate key to measuring your marketing efficacy is proving impact with outcomes, NOT activity. Jordan notes that you can only have positive relationships and positive conversations as marketers when you’re solely focused on the ultimate outcomes.
Fifth and final is delivering personally relevant experiences. Whoever gets closest to the customer wins. Whoever makes for a great customer experience first in your category wins hands down.