Best Practice Report

Defining And Measuring B2B Buyer Engagement

February 5th, 2019

Summary

B2B marketing organizations increasingly find that metrics related to marketing-sourced leads and pipeline inadequately express marketing’s contribution. Marketing functions should focus on influencing multiple members of buying groups across the entire buyer’s journey. Engagement metrics are a useful way of connecting marketing interactions with buying groups to business impact.

B2B marketing organizations are increasingly focused on supporting the entire buyer’s journey instead of handing off potentially interested leads to sales and moving on. But the metrics that marketing uses to help understand its contribution, beyond sourcing leads, are still catching up to this new focus. Buyer engagement metrics provide the most powerful way to connect marketing’s effectiveness at interacting with buyers to its eventual business contribution. In this report, we define required elements for measuring buyer engagement, introduce a series of engagement metrics and describe how they are calculated.

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