Creating a KPI Cadence for B2B

Ian Michels, Senior Technical Account Manager at Adobe, discusses the essential role of KPIs in B2B marketing. He highlights the importance of aligning KPIs with company objectives to drive sustainable growth and accountability. Ian delves into the significance of tracking lead conversion rates and understanding the effectiveness of marketing channels. He also emphasizes the need for regular data reviews and integrating data analysts into marketing teams to foster collaboration and enhance decision-making.