For B2B Market Research Professionals (Length: 16 pages)

September 26, 2007

Best Practices: B2B Marketing Measurement

Measure Marketing's Impact Across The Customer Life Cycle

This is the second document in the "B2B Marketing Measurement" series.

by Laura Ramos

with Jaap Favier, Elana Anderson, Christine Spivey Overby, Jennifer Joseph

Executive Summary (This is a document excerpt)

Business-to-business (B2B) marketers who measure marketing impact across the customer life cycle best capture marketing's whole strategic value to the business. B2B marketers hungry to complete this picture can learn from the best practices we identified in four areas: 1) understanding how prospects buy; 2) using demand management to build dialogue; 3) refining customer data management; and 4) aligning sales and marketing around common goals and objectives.

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TABLE OF CONTENTS

NOTES & RESOURCES

itemFew B2B Marketers Get Measurement Right

itemFour Best Practices Show The Way Forward For B2B Marketing Measurement

itemBest Practice No. 1: Map Out The Buyer's Journey

itemBest Practice No. 2: Mature Lead Generation To Build Customer Dialogue

itemBest Practice No. 3: Supercharge Customer Data Management

itemBest Practice No. 4: Realign Sales And Marketing Team Roles

itemIdentifying Your Challenges

itemForrester's B2B Marketing Measurement Next Practices

itemCase Studies

itemSupplemental Material

Forrester conducted a survey of 104 B2B marketing professionals. We also interviewed more than a dozen companies, including CA, Compuware, IBM, InsideSales.com, Kofax Image Products, Massachusetts Mutual Financial Services, ReachForce, and Unica.

Related Research Documents

itemRedefining B2B Marketing Measurement

August 10, 2007

itemB2B Marketing Needs A Makeover — Now

August 2, 2006

itemWhere Is Marketing Measurement Headed?

January 13, 2005

Find Documents In Related Categories

This document falls under the following categories. Click on a link below to find similar documents.

Analyst: Laura Ramos
Technology: Customer Relationship Management, eBusiness/eCommerce, Marketing & Advertising, Marketing Measurement, Packaged Applications
Industry: Business-To-Business eCommerce
Geography: Asia Pacific, Europe, North America
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