At Bizible we love measuring marketing performance, despite how difficult it can be working with data. Building reliable datasets and running analyses takes time and often comes with moments asking, “what exactly are we looking at?”
Over the past few months we’ve gathered some questions our customers are asking around measuring the business value of marketing. Through these questions we’ve come up with with three broad classes of B2B marketing metrics to help marketing operations focus in on the best metrics to generate from their marketing data.
The three classes are:
Customer journey metrics: Understanding the customer journey in terms of content preference and velocity
Go-to-market metrics: Understanding personas and the market you serve
Growth metrics: Understanding how much business value and growth is generated by marketing
In this post we’ll dive into each of these classes and provide examples of their associated metrics, and how to generate them using touchpoints data.