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The Challenge of B2B Buyer Journeys 2 Min.
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Align Optimization Metrics to Business KPIs 4 Min.
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Make Attribution Work for B2B 3 Min.
- Evaluate a Measurement Plan
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Evaluation 3 Min.
- Course Review
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Summary 1 Min.
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Congratulations!
Measure What Matters in B2B Marketing
Overcome the challenges of measuring B2B marketing performance with a better understanding of the KPIs and attribution models best suited to your business
Measuring B2B marketing is uniquely complex. Buying decisions rarely rest with one person; they often involve buyer groups with different priorities. Sales cycles take time and multiple touchpoints, unfolding over weeks or months. Privacy regulations can limit data availability, while business leaders still expect proof of ROI to justify marketing budgets. Traditional B2C metrics and playbooks simply aren’t enough to demonstrate an impact in the world of B2B marketing. Marketers need to shift their perspective and their measurement tactics to prove value and grow business.
What you'll learn
After this course, you'll be able to:
- Choose KPIs that reflect B2B realities
- Choose attribution models best suited for business impact
- Evaluate an ads measurement strategy
This course is for you if
- You want to hone your marketing skills in the realm of B2B
- You're looking for opportunities to improve the impact of your ad campaigns
- You need to be confident in making data-driven decisions for your business
Still not sure if this course is for you?
Jump to the summary. Then, choose the lessons you want to review.
Topics
Attribution models, business results, B2B (Business to Business), KPIs (key performance indicators), measurement strategy, metrics, privacy, ROI (return on investment)