Audience-Based Measurement: Emerging Views of Performance

January 4th, 2018

Summary

More B2B organizations are pursuing audience-based go-to-market approaches to better connect with buyers and improve business performance. Understanding the impact created by investments in audience-centric approaches requires marketing leaders to expand the focus of existing measurement beyond product-oriented performance. Focusing measurement around buying centers and buyer personas provides a deeper look into the effectiveness of audience-based approaches.

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