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The B2B Challenge - Marketing Value and Attribution

by on Aug 13, 2012

  • 1,071 views

Measuring the effectiveness of digital marketing with metrics like leads and lead conversion in the B2B space can be quite complex. Salescycles are long, and often many people from a company ...

Measuring the effectiveness of digital marketing with metrics like leads and lead conversion in the B2B space can be quite complex. Salescycles are long, and often many people from a company participate in the sales process. Marketing campaigns acquire new leads and also nurture people already in the sales process, but often the people influencing the sale are unknown (i.e., never become a lead). Understand the true value of your B2B digital marketing. In this session, you will learn:

How to measure the success of search and all digital marketing channels based on the whole sales funnel.
How to aggregate metrics from individuals at the company level (see all influencers in the evaluation process).
How to measure the success of marketing campaigns and assets based on their intent.
How to show these concepts applied in a specific case study to optimize digital marketing, re-market, support sales and influence campaign development.

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