Best Practice Report

Best Practices: B2B Marketing Measurement

Measure Marketing's Impact Across The Customer Life Cycle

September 26th, 2007
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Jaap Favier , Elana Anderson , Christine Overby , Jennifer Joseph

Summary

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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