The narrative for B2B measurement needs to be reset

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The narrative for B2B measurement needs to be reset

You invest $x into x marketing channel = volume of leads % CVR = revenue.

This blinkered view of the realities of the B2B buyer's journey is hamstringing businesses everywhere.

This is a very interesting concept about reshaping the thinking behind measuring the effectiveness of your B2B marketing.

It focuses on the stories behind deals, enabling marketing teams to step back and provide a more holistic analysis of your marketing investments and strategy.

Your “golden paths” need more rigour behind the measurement framework that reflects the buyer journey, but underpinning the deal stories needs to be more complimentary metrics that reflect how buyers buy.

If your measurement framework consists of attribution only, you're giving your competitors a very serious advantage, because a more sophisticated measurement framework will unlock more effective marketing.

Read the article here.

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Create demanding, directing demand or positioning demand?

The civil war between B2B marketers continues.

Boy, don't we have a hard job?

We’re constantly expected to do more, with less, and between us, we can’t even agree on what to call the underlying role of our job.

Intriguing conversations over at LinkedIn.

What’s your most controversial hot take about B2B marketing or sales?

There are over 30 alternative perspectives on B2B marketing or sales…head straight into the comments section for some great takes,? here are my favourite 3.

• “Marketing doesn't directly create revenue, but it does create the conditions that do: trust, brand reputation, awareness, affinity, resonance, relevance, etc”
• “Most marketers (outside of PMM) don’t actually know nearly enough about the product to be marketing it.”
• “Intent data -- isn't.”

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Conversations and articles I like

Most companies should stop publishing educational content to their website for SEO purposes. It's like buying real estate in an undesirable neighborhood.

Of the 4P's, one that always interests me is Place, especially because of how little focus it gets in B2B SaaS.

I finally figured out why B2B is boring. We’re drowning in “checkbox marketing"

If you want people to read your content, you need to NAIL THE HOOK

Top 10 misconceptions in B2B marketing I've come across.

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