Best Practice Report

Marketing Influence: A Roadmap for Developing Metrics

January 1st, 2018


B2B marketing is investing heavily in influence-related activities, but few have developed metrics for evaluating them. Touch analysis provides a basis for understanding marketing’s influence across individual buying cycles, but its findings must be summarized to be actionable. Our three-phase model outlines a process for developing and utilizing influence metrics that can drive ongoing marketing performance

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