Episode 102: How to measure B2B marketing for companies with long sales cycle with Stapho Thienpont
Full-Funnel B2B Marketing Show
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Introduction
New season of full funnel B2B marketing live podcast. We'll go through the core metrics I believe every B2B organization should at least consider to track right. You're very welcome to join the discussion live or just put your questions in zoom chat and we'll make sure that we cover everything.
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Episode notes
Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel
In this episode we are covering:
- The consolidated revenue report that demonstrates marketing impact on pipeline and revenue
- How to measure different ABM campaigns
- How to measure B2B demand generation and intertwine it with the revenue report.
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
HOW TO MEASURE B2B MARKETING
B2B marketing reporting shouldn't be complex. Here are 3 categories and 11 core metrics I recommend looking at for a B2B company with high ACV and a long sales cycle.
REVENUE METRICS.
1. ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ -๐ฌ๐จ๐ฎ๐ซ๐๐๐ ๐ซ๐๐ฏ๐๐ง๐ฎ๐.
How much revenue came from marketing campaigns? Aim to increase the % compared to sales-sourced revenue. It proves the efficiency of your marketing and growing brand recognition.
2. ๐๐ข๐ง ๐ซ๐๐ญ๐
If the win rate is low, it means that either you have bad targeting, have low-quality opportunities, or have a misalignment with sales.
3. ๐๐๐ฅ๐๐ฌ ๐๐ฒ๐๐ฅ๐ ๐ฅ๐๐ง๐ ๐ญ๐ก.
When the sales cycle length decreases, you are accelerating revenue.
4. ๐๐๐ (average contract value).
5. ๐๐๐ฅ๐๐ฌ ๐ฉ๐ข๐ฉ๐๐ฅ๐ข๐ง๐ ๐ฏ๐๐ฅ๐จ๐๐ข๐ญ๐ฒ.
Sales pipeline velocity demonstrates revenue trajectory according to your sales cycle length, sales-qualified opportunities, ACV, and win rate.
If this metric is growing, it proves that you:
- target the right accounts,
- have a marketing message-market fit,
- good buyer enablement
- no friction points in the buying process.
6. ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ ๐๐๐.
Demand or brand activities can't be measured by sales opportunities or CAC.
Hence, I recommend holistically looking at marketing-sourced revenue, sales pipeline velocity, and budget spent to calculate marketing ROI.
You need to have a holistic approach.
PIPELINE METRICS
7. ๐๐ง๐ ๐๐ ๐๐ ๐๐๐๐จ๐ฎ๐ง๐ญ๐ฌ.
The more engaged accounts you have in your pipeline, the more sales-qualified opportunities and marketing-sourced pipeline you'll generate.
I also recommend looking at the length of conversion from engaged accounts to sales-qualified opportunities. It will help you to make better revenue and pipeline forecasts.
8. ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ -๐ฌ๐จ๐ฎ๐ซ๐๐๐ ๐ฌ๐๐ฅ๐๐ฌ-๐ช๐ฎ๐๐ฅ๐ข๐๐ข๐๐ ๐จ๐ฉ๐ฉ๐จ๐ซ๐ญ๐ฎ๐ง๐ข๐ญ๐ข๐๐ฌ.
BRAND METRICS.
9. Inbound opportunities.
10. Media invites
Podcast invites, speaking gigs, and featuring in guest posts - all are positive signs that your brand gains traction.
I also recommend looking at the quality of the invites. The more invites you are getting from the industry-leading media, the higher your brand anticipation.
11. Brand traffic and brand mentions.
Pay attention to how often your product is being recommended on social and in communities. The more mentions you gain, the higher your brand recognition.
---
Depending on your business model, you might change metrics by adding churn, LTV, CAC, but the principles will be the same. That being said, every campaign you run should have its own set of metrics.
Stapho Thienpont ะพn Linkedin: https://www.linkedin.com/in/stapho/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
In this episode we are covering:
- The consolidated revenue report that demonstrates marketing impact on pipeline and revenue
- How to measure different ABM campaigns
- How to measure B2B demand generation and intertwine it with the revenue report.
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
HOW TO MEASURE B2B MARKETING
B2B marketing reporting shouldn't be complex. Here are 3 categories and 11 core metrics I recommend looking at for a B2B company with high ACV and a long sales cycle.
REVENUE METRICS.
1. ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ -๐ฌ๐จ๐ฎ๐ซ๐๐๐ ๐ซ๐๐ฏ๐๐ง๐ฎ๐.
How much revenue came from marketing campaigns? Aim to increase the % compared to sales-sourced revenue. It proves the efficiency of your marketing and growing brand recognition.
2. ๐๐ข๐ง ๐ซ๐๐ญ๐
If the win rate is low, it means that either you have bad targeting, have low-quality opportunities, or have a misalignment with sales.
3. ๐๐๐ฅ๐๐ฌ ๐๐ฒ๐๐ฅ๐ ๐ฅ๐๐ง๐ ๐ญ๐ก.
When the sales cycle length decreases, you are accelerating revenue.
4. ๐๐๐ (average contract value).
5. ๐๐๐ฅ๐๐ฌ ๐ฉ๐ข๐ฉ๐๐ฅ๐ข๐ง๐ ๐ฏ๐๐ฅ๐จ๐๐ข๐ญ๐ฒ.
Sales pipeline velocity demonstrates revenue trajectory according to your sales cycle length, sales-qualified opportunities, ACV, and win rate.
If this metric is growing, it proves that you:
- target the right accounts,
- have a marketing message-market fit,
- good buyer enablement
- no friction points in the buying process.
6. ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ ๐๐๐.
Demand or brand activities can't be measured by sales opportunities or CAC.
Hence, I recommend holistically looking at marketing-sourced revenue, sales pipeline velocity, and budget spent to calculate marketing ROI.
You need to have a holistic approach.
PIPELINE METRICS
7. ๐๐ง๐ ๐๐ ๐๐ ๐๐๐๐จ๐ฎ๐ง๐ญ๐ฌ.
The more engaged accounts you have in your pipeline, the more sales-qualified opportunities and marketing-sourced pipeline you'll generate.
I also recommend looking at the length of conversion from engaged accounts to sales-qualified opportunities. It will help you to make better revenue and pipeline forecasts.
8. ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ -๐ฌ๐จ๐ฎ๐ซ๐๐๐ ๐ฌ๐๐ฅ๐๐ฌ-๐ช๐ฎ๐๐ฅ๐ข๐๐ข๐๐ ๐จ๐ฉ๐ฉ๐จ๐ซ๐ญ๐ฎ๐ง๐ข๐ญ๐ข๐๐ฌ.
BRAND METRICS.
9. Inbound opportunities.
10. Media invites
Podcast invites, speaking gigs, and featuring in guest posts - all are positive signs that your brand gains traction.
I also recommend looking at the quality of the invites. The more invites you are getting from the industry-leading media, the higher your brand anticipation.
11. Brand traffic and brand mentions.
Pay attention to how often your product is being recommended on social and in communities. The more mentions you gain, the higher your brand recognition.
---
Depending on your business model, you might change metrics by adding churn, LTV, CAC, but the principles will be the same. That being said, every campaign you run should have its own set of metrics.
Stapho Thienpont ะพn Linkedin: https://www.linkedin.com/in/stapho/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
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