Best Practices: B2B Marketing Measurement
Measure Marketing's Impact Across The Customer Life Cycle
September 26, 2007
Why Read This Report
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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Also in Collection: B2B Marketing Measurement
Also in Collection: Best Practices: B2B Marketing Measurement
Case Study: CA's New Customer Data Management Closes The Marketing Loop
September 26, 2007 | Laura Ramos
Case Study: Business Objects' Dashboard Aligns Marketing Tactics With Sales Results
April 9, 2008 | Laura Ramos
Table of Contents
- Few B2B Marketers Get Measurement Right
- Four Best Practices Show The Way Forward For B2B Marketing Measurement
- Identifying Your Challenges
- Forrester's B2B Marketing Measurement Next Practices
- Case Studies
- Supplemental Material
Q&A: 10 ABM FAQs — And Five More That B2B Marketers Should Ask More Often
March 15, 2017 | Laura Ramos
Empathetic Content: The Key To Engaging B2B Buyers
March 13, 2017 | Laura Ramos
Increase The Payoff For B2B Events With Digital Immersion
January 4, 2017 | Laura Ramos