Demonstrating the value of B2B marketing campaigns to c-suite is becoming increasingly important as every line of the balance sheet needs to be justified. But it’s a challenge. Metrics that don’t provide any meaning not only make it harder for business leaders to understand the impact of marketing, but they don’t provide enough actionable insights for improvements. Adding context is everything – and that means acknowledging both successes and failures. This, when combined with sophisticated reporting platforms and data analytics will help you adapt your marketing strategies and give the full picture of your campaigns performance.

Key Takeaways:
• Measurement is just as important as your marketing campaigns. It’s key to analysing performance and justifying spend. It should be one of the most important elements of your marketing strategy.
• Metrics can show outcomes but they don’t show impact. How has marketing activity driven people to engage with the business? Put this into context and you have the golden ticket. This will help c-suite see where their money is going.
• There are an abundance of reporting platforms that can make it easier to collect metrics, however, it’s still up to human’s to provide context. Though, it won’t be long before this is another job that AI can do.
• Don’t be afraid to report on failings. Insights as to why a campaign wasn’t successful can be even more valuable than reporting on campaigns that performed well. To help do this, time should be spent on benchmarking.
• The future of measurement is exciting. AI and predictive analytics will be able to draw on historical data and predict the success of campaigns. This will open the doors for new job roles such as Head of Measurement. These types of developments with free-up time for marketers to focus on creative campaigns that resonate with audiences.