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B2B Marketing Metrics Framework - with Bill MaCaitis - Former CMO Slack, ZenDesk and Salesforce

Metrics that Measure Up

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Measuring Brand Impact in B2B SaaS

This chapter explores the challenges faced by B2B SaaS CFOs and CEOs in quantifying the ROI of brand awareness efforts. It emphasizes the need for a shift from traditional metrics to a more nuanced approach, including funnel and brand metrics, while advocating for regular assessments of brand perception. The discussion also highlights the importance of customer-centric metrics and the role of technology in enhancing the measurement of marketing effectiveness.

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