Trends Report

Metrics That Matter For B2B Marketers

Focus On Measuring Business Outcomes, Not Program Outputs

Allison Snow
 and  four contributors
Nov 16, 2017

Summary

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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