Is your Marketing Strategy working?
Siddharth Grover
Brand and Growth Marketer | TEDx Speaker | Digital Marketer | StoryTeller | Building B2B Brand Momentum @admomenta.com
Marketing teaches you to be patient.
Much unlike sales, where efforts usually see immediate results - success or failures.
B2B marketing in-fact teaches (and needs) much more patience than B2C.
Why?
Because it is frustrating not to see instant results!
Working with complex B2B products means:
?? Process are slow
?? Multiple touch points
?? Long sales cycles (3-6 months)
?? Budget approvals
?? F2F sales plays a key role - marketing may take a backseat
?? Buying committees are often large with multiple influencers and few decision makers
?? Only 3% of the audience in in-market. 97% of your audience is not ready to buy.
This makes it difficult to prove that marketing strategy is actually working.
So how do you justify that your marketing is working today?
If your sales cycles are long, I propose a good mix of short & long-term metrics to prove your impact.
Short-term metrics:
?? Brand searches
?? Website & pricing page visits
?? SQLs with intent and MQL: SQL ratio
?? Newsletter signups
?? Event signups and attendees
?? Content consumption & engagement
?? Social Media Mentions and/or recommendations
?? Blended attribution: ask your leads how they found you + combine with your own analytics - MY FAVORITE
Long-term metrics:
?? Win rate(s)
领英推荐
?? Sales cycle length going down
?? Cost of acquisition
?? Sales pipeline velocity
?? Marketing-driven revenue - BUMPER
Want to ask for more budget?
Track the right metrics.
Having the right mix of metrics will give you the ammunition to ask for more budget, and make a bigger difference.
What's your take?
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What's Trending?
Chris Ritson on cold emails.
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Siddharth, or Sid, has worked for 3 organizations across 6 different states, selling everything from laptops to mobile recharges to SaaS products. He was handling brand and growth marketing for 15 countries at his last organization before he got bitten by the entrepreneurial bug.
Three years in, he now leads a team more driven than him at Ad Momenta. You can find him talking branding, B2B marketing and growth at @sidgrover25 on Twitter and LinkedIn.
And if you are stuck with some your brand and marketing problems, say Hi @ admomenta.com :)
Founder of SaaSAITools.com | #1 Product of the Day ?? | Helping 15,000+ Founders Discover the Best AI & SaaS Tools for Free | Curated Tools & Resources for Creators & Founders ??
9 个月Marketing takes time - unlike sales, which is more immediate. B2B marketing requires patience due to complex buying processes. How do you measure success on the right path? Siddharth Grover