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"Before, we would spend thousands of dollars to launch a program and not know the effectiveness of our campaigns. Today, thanks to The Annuitas Group, we can monitor success and performance of our campaigns. This is especially important as we move forward with marketing that provides us the most 'bang for the buck."

-- Raeanne Thompson, Vice President of Marketing, USA Financial

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Marketing Metrics – Proving Your Worth

A study conducted by the Sales Lead Management Association (SLMA) 4 showed that 64.9% of B2B organizations are unable to track ROI from their marketing campaigns. In addition to their inability to measure, companies also struggle with knowing what to measure and what they hope to get from their metrics. As a result the value that companies could be getting from their metrics fails to be realized.

Best-in-class companies understand the value of marketing metrics as part of an overall lead management process. Organizations looking to build out this process should begin by asking the following questions:

  • What is the intended purpose of the campaign or activity?
    • Demand Generation?
    • Branding?
    • Awareness?
  • What needs to be measured to show the success or failure of the campaign or event?
  • From where will the metrics be pulled?
  • What analysis will be done?
  • How will the business intelligence generated from the metrics be used to shape the future and benchmark against the past?

Asking these questions before launching any new activity or campaign will allow for the development of a metrics roadmap, ensure the right components are being measured, and take the guesswork out of marketing.

Understanding the why, what, where and how of metrics will enable your organization to improve in all facets of marketing. Good metrics tell a story and will help your organization avoid previous mistakes, showing what is working and what is not. B2B marketers who understand this approach to marketing metrics and make it part of their overall lead management process will see a much-improved return on their marketing and sales activity.