For many marketers, measuring the impact of media spend can be the most challenging part of advertising. Ad measurement is a key area where B2B advertisers have been under-served as a result of the ad-tech industry’s heavy lean toward consumer budgets. The metrics that indicate success in a consumer campaign mean next to nothing to a B2B marketer, who must drive awareness, credibility and consideration among a highly targeted audience, and capture the impact on a more complex set of outcomes that don’t always leave a clear digital footprint.
Form-fill lead conversions are often thought to translate nicely. But B2B advertisers continue to drift away from cost-per-lead (CPL) as a core metric, and for good reasons: advertising is not particularly efficient for driving leads, and only 1% of leads ever turn into revenue (Forrester).
Today’s savviest B2B advertisers are adopting an Account-Based Marketing approach that places emphasis on engaging a full buying committee throughout the buyer journey, using metrics like the following to evaluate the impact of their budgets and the relative performance of various technology and publisher partners:
Metrics like these help tie advertising to business outcomes, and they can forestall the question surrounding advertising that inevitably comes up during budget planning: “Can’t we reduce or eliminate it?” Instead, you’ll find yourself relaying to sales that your ad programs increased pipeline from target accounts by 45%, as we did at Demandbase.
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