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: Best Practices: B2B Marketing Measurement
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Case Study: Business Objects' Dashboard Aligns Marketing Tactics With Sales Results
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Also in Collection: B2B Marketing Measurement
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
Increase The Payoff For B2B Events With Digital Immersion
January 4, 2017 | Laura Ramos
Predictions 2017: ABM Boosts B2B Marketing's Customer Obsession IQ
November 3, 2016 | Laura Ramos
Predictions 2017: The Post-Digital CMO Appears
October 31, 2016 | Shar VanBoskirk