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For B2B Marketing Professionals

Metrics That Matter For B2B Marketers

Focus On Measuring Business Outcomes, Not Program Outputs

November 16, 2017

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Why Read This Report

B2B marketers must do more than measure things like click-through rates and event attendance; they need to show how their activity directly affects business results. This report helps marketers provide insight on what matters most to execs and the board: growth in customers, revenue, and profit. While marketers do need to capture a wide range of metrics, this report shows them how to measure marketing's contribution to revenue as a function of customer acquisition and installed base growth. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy. This version factors in new ideas and new data — but most significantly, it includes an additional metric: engagement.

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Table of Contents

  • B2B Marketing Executives Struggle To Measure Marketing's Impact
  • Measure Marketing's Impact On Revenue, Profit, And Customer Growth
  • Recommendations

  • Unify Your Approach To Marketing Measurement
  • What It Means

  • Marketing Measurement Nirvana Is Predictive
  • Supplemental Material
  • Related Research Documents