Metrics That Matter in B2B Marketing [#B2Bchat]

Measure everything!

That has become the marketer’s mantra since modern analytics tools have made it easier than ever to measure almost every aspect of our businesses.

But is a comprehensive measurement strategy the key to success? Absolutely not. It’s only a start.

It is the prioritization, filtering, and internal communication of metrics that lead to ultimate success. Many organizations unfortunately choose measures that have little value, while ignoring those that truly matter.

Join us Thursday at 8pm Eastern for this week’s Twitter chat, Metrics That Matter in B2B Marketing, where we will share our ideas and experiences surrounding metrics. Follow the hashtag #B2Bchat to see the whole discussion.

• Q. What is the biggest challenge companies face when it comes to metrics and measurement?
• Q. How do you best communicate metrics internally? Which medium do you use? How often?
• Q. If you could only measure one thing in your marketing organization, what would it be?
• Q. Does your company measure less or more than it did two years ago?
• Q. Which marketing metrics does your CEO get to see?
• Q. Have you recently discarded a metric because it was deemed low priority? What was it?
• Q. Social Media and B2B. What are the metrics you need to watch?

I’d like to leave you with another thought. In his latest book titled Crush It!, author Gary Vaynerchuk takes a position which is almost diametrically opposite to the “measure everything” philosophy, telling us to trust our instinct over detailed numbers:

I use analytics very rarely and I urge you not to rely too much on them either, especially if you’ve got good business instincts. A lot of times the stats and percentages related to my business just don’t support what my instinct says is true, and I’ll trust my instincts over numbers every time.

Do you agree? Where do you sit in the continuum between instinct and “measure everything”?

Join us for this week’s #B2Bchat on Metrics That Matter in B2B Marketing, Thursday, August 26th, 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.

---