For Marketing Leadership Professionals

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	August 10, 2007 Redefining B2B Marketing Measurement Time For Business Marketers To Embrace Customer-Centric Metrics by Laura Ramos with Christine Spivey Overby, Julie M. Katz, Jennifer Joseph	Average: 10  (1 rating)

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Executive Summary

Business-to-business (B2B) marketers collect mounds of data as they attempt to justify their value to the business — but still struggle to find effective ways to measure and demonstrate success. The problem: While B2B marketers obsess over customer acquisition metrics, they ignore monitoring the factors that make customers happy long after deals close. Attaining marketing measurement excellence is a trial-and-error process, but marketers who use quantitative methods to look beyond quarterly sales objectives will build brand, loyalty, and long-term business success faster and more consistently than their counterparts who ponder the pipeline.

TABLE OF CONTENTS

• The State Of B2B Measurement
• Today's B2B Measurement Doesn't Go Far Enough
• Successful Measurement Demands A Customer-Centric Perspective
• Coming Soon: Best Practices In B2B Marketing Measurement

RECOMMENDATIONS

• Tips For Customer-Centric Measurement
• Supplemental Material
• Related Research Documents

This is an excerpt