Digital marketing is tough. Buyers’ behavior is in constant transition, and in addition to this, LinkedIn, Google and other platforms are constantly changing their algorithms in ways that directly affect your marketing programs. B2B leads are being bombarded by intricate content marketing programs from you and your competitors.

To make matters worse, marketing budgets are not increasing, so to respond to such changes often you need to divert budgets from the tried and tested marketing methods and reallocate money to new digital channels.

In order to make smart decisions you need to be able to measure and analyze your marketing program’s performance. But this is easier said than done. Lack of industry standards, the infancy of measurement platforms, and the complexity of defining and implementing a measurement strategy turns this challenge into a major obstacle in most of the B2B companies that we’ve met. After running more than 100 B2B marketing programs (one of the perks of working with multiple clients), we’ve had our share of mistakes and insights regarding what works and what doesn’t when it comes to B2B marketing and sales measurement.

Here are the key points we recommend for you to consider when measuring your B2B marketing operation. It’s not a definitive guide, but it includes all the key considerations that are not only important, but also timeless. These points will be relevant no matter how marketing tactics change over time. More →