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For B2B Marketing Professionals

Redefining B2B Marketing Measurement

Time For Business Marketers To Embrace Customer-Centric Metrics

August 10, 2007

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Authors

  • By Laura Ramos
  • with Christine Spivey Overby,
  • Julie M. Katz,
  • Jennifer Joseph

Why Read This Report

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.

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Table of Contents

  • The State Of B2B Measurement
  • Today's B2B Measurement Doesn't Go Far Enough
  • Successful Measurement Demands A Customer-Centric Perspective
  • Coming Soon: Best Practices In B2B Marketing Measurement
  • RECOMMENDATIONS

  • Tips For Customer-Centric Measurement
  • Supplemental Material
  • Related Research Documents

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