The Revenue Marketing Report
Creating a KPI Cadence for B2B
May 1, 2024
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.
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Quick takeaways
- Establishing KPIs based on revenue goals and operational metrics allows marketers to drive growth and measure performance effectively.
- Integrating a data analyst into the marketing team enhances data interpretation, enabling creativity and strategy to align with informed decision-making.
Deep dives
Understanding KPIs in Marketing
Key performance indicators (KPIs) are essential for aligning marketing efforts with overarching business goals. Many teams struggle to define their KPIs, often viewing them only from an executive standpoint rather than from a marketing perspective. To effectively build KPIs, marketers should begin by examining the company's revenue goals and current operational metrics, such as lead generation and opportunity creation. By analyzing these factors, teams can establish measurable and aspirational KPIs that not only reflect past performance but also encourage growth.
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