Trends Report

Redefining B2B Marketing Measurement

Time For Business Marketers To Embrace Customer-Centric Metrics

August 10th, 2007
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Christine Overby , Julie Katz , Jennifer Joseph

Summary

Business-to-business (B2B) marketers collect mounds of data as they attempt to justify their value to the business — but still struggle to find effective ways to measure and demonstrate success. The problem: While B2B marketers obsess over customer acquisition metrics, they ignore monitoring the factors that make customers happy long after deals close. Attaining marketing measurement excellence is a trial-and-error process, but marketers who use quantitative methods to look beyond quarterly sales objectives will build brand, loyalty, and long-term business success faster and more consistently than their counterparts who ponder the pipeline.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.