#B2BChat Thursday 8:00 PMAttribution… measurement… return on advertising spend… cost per lead… These are buzz words that marketing executives love. And they are ones that also keep them up at night.

How do B2B marketers tackle the question of marketing campaign value? Do we make strategic decisions based on real, actionable data? With the firehose of data that is available to marketers now-a-days, it’s becoming increasingly difficult to find the information that truly matters. And this is especially true for B2B with their typically complex, drawn out sales cycles.

In our next #B2Bchat session, we’ll open up the discussion on measuring the value of digital marketing. Here are some of the questions we’ve collected:

  • How do you assess the value of a digital marketing campaign? Where do you start?
  • What metrics (Key Performance Indicators) do you track? Which matter most?
  • Which components of your digital marketing campaigns are delivering the best results? E.g. Search, Email, Display Advertising, Social Media?
  • Which attribution model(s) do you use? First click? Last click? Blended model?
  • Who is responsible for collecting the data? Agency? Internal staff?
  • Why do campaign budgets get cut? Poor performance or lack of tracking?
  • Do you use a reporting dashboard? If so, how often do you revisit the dashboard?
  • What is your biggest pet peeve when it comes to marketing reports?
  • How has your company’s internal reporting evolved over the past two years?

Join us for this week’s #B2Bchat on Measuring the Value of Digital Marketing, Thursday, April 29 at 8pm Eastern (5pm Pacific). Follow @B2B_chat for updates.

About the B2Bblogger: Andrew Spoeth is an independent marketing consultant who specializes in B2B demand generation. He most recently worked as the marketing director at Enquiro, one of North America’s leading search marketing agencies. You’ll also find Andrew speaking at industry events, co-moderating the weekly #B2Bchat series on Twitter, and blogging at MarketingFinger.com. You can follow him on Twitter at@andrewspoeth.

Related Posts with Thumbnails

Author: Andrew Spoeth | Website | Twitter


Andrew Spoeth works as a senior marketing manager at Marketo, the fastest growing company in the marketing automation / revenue performance management industry. There, he plays a key role in social media, marketing programs, and thought leadership strategy. You’ll also find him speaking at industry events, blogging and co-moderating the weekly Twitter #B2Bchat series. You can follow him at @andrewspoeth.


Join 7,000+ B2B Marketing Professionals

Stay up to date with the latest trends in B2B marketing, social media, and content marketing for free. Enter your email below to join the B2BBloggers community of more than 7,000 B2B marketers, CMOs, and agency and company executives across platforms. Your information will never be shared.