What B2B Marketing Leaders Are Measuring: Five Key Takeaways

  • Our 2020 Metrics Study looked at the metrics included on the leadership dashboards used by B2B marketing leaders to express performance
  • The selections of metrics provides a deep view into the areas of performance B2B marketing leaders are prioritizing
  • Differences seen between high- and low-growth organizations provide a view into how successful companies focus their performance measurement

Are you curious about what marketing leaders across B2B are measuring these days? How does it compare with what your organization is measuring? We’ve recently completed our 2020 Metrics Study and have some answers.

The study looked at the metrics B2B leaders use to manage performance. Instead of asking leaders their opinions on which metrics they feel are most important or have available should the need arise, we simply asked worldwide B2B leaders which metrics appear on their company’s top-level dashboards. I’ll focus on the data we gathered on top-level marketing dashboards, often referred to as the CMO dashboard.

I’ll focus on the data we gathered on top-level marketing dashboards, often referred to as the CMO dashboard. The findings tell us some critical things about the state of B2B marketing today:

  • Leadership attention is precious. Although the potential for marketing to make an impact may feel limitless, the attention of executive audiences has its limits. On average, marketing leadership dashboards present eight metrics for consistent review. 

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Source: Sirius Decisions (Forrester)

marketing strategy, B2B content marketing, B2B marketing, capturing audience, CMO, marketing leaders, Tactical Marketing Plan, Best tactics marketing, B2B strategy, B2B Sales, Marketing 2021

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