How do I know if my marketing is actually working?
One of the biggest mistakes that I see when I'm working with brands that are sub $1 million ARR or even $150 plus million global corporate conglomerates is that they're not measuring their success correctly. And when we build out our marketing strategies and our plans and our tactics, we have to ensure that we're reverse engineering with intention. looking at our leads, looking at our pipeline velocity, looking at our conversion rates.
These are all things that are much more important than other vanity metrics that we often catch ourselves tracking. Some solid things that I recommend any B2B marketer is tracking is one, your inbound leads, two, your conversion rates, and in addition to this, your pipeline creation. And the reason I say this is because yes, we want to generate that net new attention. But if we're doing our job and creating top of funnel and bottom of funnel content, we need to ensure that's actually translating into pipeline and then from that seeing what is converting into closed one revenue.
One thing you're going to continue to hear me scream from the mountain tops is lead scoring. As a recovering sales guy, I understand taking literally any lead that you will get. But what if your professional sales individuals could spend their time on only the highest intent buyers? And yes, that sounds like a fantasy or some type of sci-fi made-up situation, but with modern technology, you can identify these options and have higher quality conversations with higher intent hand raisers.
Anyone who knows me knows that I love data. In this segment of your marketing, it's no exception to that segment. data is actually what tells us if our marketing is actually working. And with all the different pieces of technology and platforms that you can use every single day and also all the integration that comes with it as well, there's so much transparency and information that we can use.
So the guessing that you have to do in marketing is significantly decreased because data leads the way. And if you're not using it, quite frankly, you're guessing.
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Pt 4 | How to Know If Your B2B Marketing Is Actually Working | MMwM
Are you measuring the right things? Eddie explains why vanity metrics distract from what truly matters and what B2B brands should track instead. You will learn: Why inbound leads matter more than impressions, How pipeline velocity reveals marketing health, The power of lead scoring, & Why data removes guesswork. If you are not tying marketing to revenue, you are guessing. And guessing is expensive.
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