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For B2B Marketing Professionals

Metrics That Matter For B2B Marketers

June 22, 2016

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This is the Performance Management report in The B2B Marketing Playbook For 2017.

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Why Read This Report

B2B marketers must do more than measure activities like click-through rates and event attendees; they need to show how their activity directly affects business results. This report shows marketers how to provide insight on the things that matter most to their executive peers and the board — growth in revenue, profit, and customers. While marketers need to capture a wide range of metrics, this report focuses on measuring 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; we revised this edition to factor in new ideas and data.

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Table of Contents

  • B2B Marketing Execs 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

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