10. Metrics and Tracking
Metrics matter in every business. These days, every professional must prove results with quantification. This is nothing new for experienced lead-generation marketers. Measurement is at the heart of the process in response rate percentages, cost per lead, and ROI. But measured reporting specifically on marketing performance can be tough, to say the least. What are you measuring when considering lead-generation campaign productivity? Market share? Response rate? Purchase intent? Lead volume or quality? Sales?
If measurement is tough for marketers in general, it’s even tougher for business-to-business (B-to-B) marketers, because of:
• The complexity of the sale, which involves multiple parties, each of which has an impact ...