Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelHow to measure ABM (account-based marketing) and demand gen across the full funnel1. 𝗕𝗿𝗮𝗻𝗱 𝗮𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗮𝗻𝗱 𝗱𝗲𝗺𝗮𝗻𝗱 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻.- Increased website visits from target accounts- Pricing/demo visits by target accounts- Total time spent and repetitive visits by target accounts- Increased sign-ups to webinars/field events by target + repetitive visits- Newsletter sign-ups by target accountsWe call them engaged accounts (or MQLs) that should be transferred to ABM playbooks, including:- Account qualification- Account research- Accounts in warm-up play𝗢𝗻𝗲 𝗺𝗼𝗿𝗲 𝘄𝗮𝘆 𝘁𝗼 𝗺𝗲𝗮𝘀𝘂𝗿𝗲 𝗯𝗿𝗮𝗻𝗱 𝗮𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗶𝘀 𝗯𝘆 𝗹𝗼𝗼𝗸𝗶𝗻𝗴 𝗮𝘁:- Sales see a higher reply rate- Increased media invites (podcast interviews, gigs, etc) for key stakeholders- Increased brand traffic- Increased mentions in listings like "The top / the best company..."- Increased brand mentions recommending your product on social and in the communities2. 𝗗𝗲𝗺𝗮𝗻𝗱 𝗰𝗮𝗽𝘁𝘂𝗿𝗶𝗻𝗴 𝗮𝗻𝗱 𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻.Look at:Account penetration- Sales opportunities (SQLs)- Win rate- Net new revenue- Sales cycle length- ACV- Self-reported attribution3. Expansion.- # of case studies created- # of new licenses sold- LTV growth- ACV growth- Total expanded revenue---Ultimately, you need to connect the dots and present the revenue report.This is the only thing your executives care about.RESOURCESOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogDan Cafiero оn Linkedin: https://www.linkedin.com/in/stapho/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelIn this video, we're going to show you how to launch omnichannel ABM campaigns, including paid social and direct buys.Omnichannel ABM campaigns allow you to engage with your customers from multiple channels, which can help you reach your target audience more effectively. We cover:​- Planning and setting up omnichannel ABM strategy​- Selecting the right stack​- Budgeting ABM​- How to create a scoring methodology and use that to prioritize accounts for sales to enable their outreach​- ABM campaigns Dan runs together with salesSTACK MENTIONED- Eloqua - email marketing automation- Linkedin retargeting- Salesforce- Demandbase (prioritization) and display banners- Techtarget - contacts list- Scout - chrome extension- Seamless- Lusha.RESOURCESOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogDan Cafiero оn Linkedin: https://www.linkedin.com/in/stapho/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelIn this video, we're going to show you how both teams should work together to create effective marketing and sales strategies.By understanding how marketing and sales work together, you'll be able to create effective strategies that will help your business grow! We'll discuss the different aspects of marketing and sales, and show you how to combine them to create a successful marketing and sales strategy.Watch this video to learn:​- Executional marketing and sales alignment: examples of joint campaigns​- How to split the responsibilities in the playbook​- How to control playbook's progress​- How to go from one-time campaigns to revenue operationsRESOURCESOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogStapho Thienpont оn Linkedin: https://www.linkedin.com/in/stapho/

In this episode we'll share with Amber Bogie from Reachedesk, with you how to make the CFO say YES to your marketing budget. By understanding how to pitch your marketing budget to your CFO, you'll be able to get the funding you need to achieve your marketing goals.We are covering:- How to present and justify marketing investments- The reports and numbers CFOs are looking for- How to improve marketing & CFO relationshipRESOURCESOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogSHORT SUMMARY𝐇𝐨𝐰 𝐭𝐨 𝐣𝐮𝐬𝐭𝐢𝐟𝐲 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐢𝐧𝐯𝐞𝐬𝐭𝐦𝐞𝐧𝐭𝐬.𝐈𝐟 𝐲𝐨𝐮 𝐰𝐚𝐧𝐭 𝐭𝐨 𝐩𝐮𝐫𝐜𝐡𝐚𝐬𝐞 𝐧𝐞𝐰 𝐬𝐨𝐟𝐭𝐰𝐚𝐫𝐞:- Ask for a trial- Run a pilot campaign or create a process/automate existing process- Document it- Show positive signals- Connect outcomes to revenue.E.g. Sales enablement software helped to identify engagement from the target account. Sales sent timely follow-up and booked a meeting with a target decision-maker and champion.𝐈𝐟 𝐲𝐨𝐮 𝐰𝐚𝐧𝐭 𝐭𝐨 𝐫𝐮𝐧 𝐚 𝐧𝐞𝐰 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐩𝐫𝐨𝐠𝐫𝐚𝐦:- Start on a shoestring budget and track positive signals- Document it- Compare to other programs and explain what goals it helps to achieve or what challenges it solves- Make a forecast demonstrating the impact on sales pipeline velocity or revenue𝐈𝐟 𝐲𝐨𝐮 𝐰𝐚𝐧𝐭 𝐭𝐨 𝐛𝐫𝐢𝐧𝐠 𝐚𝐧 𝐚𝐠𝐞𝐧𝐜𝐲:- Ask the agency to dive deeply into your business and come up with a personalized program, not a standard offer- Document the responsibilities of an agency- Make a forecast with the agency demonstrating the impact on sales pipeline velocity or revenue- Compare agency costs to salaries of in-house marketersThe moral of the story:Tie every investment to revenue.Amber on Linkedin: https://www.linkedin.com/in/amber-bogie/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelRESOURCESOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogJoin me and Stapho Thienpont sharing our experience of building efficient ABM teams and getting support from sales.​We cover:​- How to present playbooks to sales​- Exact ways marketing should support sales with examples​- Role of sales in the account-based marketing and salesSUMMARYHere are 5 reasons sales push back collaboration with marketing, don't support marketing campaigns, and 7 steps to handling it.1. Protective mindset.Sales believe their core asset is their network. Hence, they are unwilling to share contacts or make intros assuming their relationship can be "stolen".2. Marketing has no product and market expertise.When sales talk to marketing and see they don't really know the target market, ICP, product value, and competition, they treat marketing as an "arts and crafts department."3. Different KPIs.When sales have sales quota pressure and outbound KPIs, any new program or initiative feels like a burden that distracts them from the primary goal.This goes even more extreme in companies where sales don't hit revenue quota and see how marketing celebrates hitting MQLs.4. Marketing campaigns are not tied to revenue and don't contain a clear list of tasks, responsibilities, and timelines.No one in sales wants to do "demand gen", "ABM", "content distribution", or help with anyother marketing campaign if they don't clearly see how:- The campaign will impact the pipeline and revenue.- Their responsibilities and tasks- Campaign timeline5. Marketing doesn't understand the sales process and pipeline status.If marketing doesn't initiate regular pipeline overviews and conversations with sales about the challenges they face in the trenches, sales believe that marketing doesn't care about it.Hence, what's the point of collaborating with them?Here is how to handle the issue and turn marketing and sales into a revenue function.1. Make both functions revenue-responsible.2. Get alignment about goals, challenges, ICP, buyer journey, value proposition, marketing, and sales processes.3. Fix knowledge gaps.4. Define a small pilot team (1 marketer and 1 SDR) that will work on a shared playbook on one market and vertical.5. Reduce their revenue quota and make sure they have enough time to commit to the new programs.6. Document and share results with the entire team.7. Scale the function.---The growth of a B2B company heavily depends on the collaboration between sales and marketing.These two functions have different responsibilities, but the same goal – revenue.Primary marketing responsibilities:- Creating awareness- Generating and capturing demand- Supporting sales with engaged accounts and intent triggers- Helping sales to accelerate the sales cycle and influence the decision-making processPrimary sales responsibilities:- Connect and build relationships with target accounts- Start conversations about a potential collaboration with engaged accounts- Expand the business with existing customers by expanding, upselling or cross-sellingStapho Thienpont оn Linkedin: https://www.linkedin.com/in/stapho/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogRESOURCESTExample model: https://docs.google.com/spreadsheets/d/1V9TWYzFTEwqGFrKacfsUEh-eDibDS8c-/edit#gid=728008133Search analysis template: https://docs.google.com/spreadsheets/d/15m82m0z-PMJrWdrlsaqO8TT7E4kuhe_ygjWzFEd7GSc/edit#gid=0Budget split between create + capture: https://www.linkedin.com/posts/samkuehnle_marketing-digitalmarketing-demandgeneration-activity-6942091873549221888-EfpV/Paid search analysis walkthrough: https://www.linkedin.com/feed/update/urn:li:activity:6900057641561714688/?updateEntityUrn=urn%3Ali%3Afs_feedUpdate%3A%28V2%2Curn%3Ali%3Aactivity%3A6900057641561714688%29Content consumption by medium: https://www.linkedin.com/feed/update/urn:li:activity:6906580138381623297/?updateEntityUrn=urn%3Ali%3Afs_feedUpdate%3A%28V2%2Curn%3Ali%3Aactivity%3A6906580138381623297%29HOW TO BUILD A B2B DEMAND GEN STRATEGY FROM SCRATCH1. DEVELOP A DEMAND GEN STRATEGY.Demand gen is not a bunch of organic and paid tactics. Make sure you have:* Clear ICP* Marketing message* Goals and resources2. RUN CUSTOMER RESEARCH.Run customer interviews and analyze the digital behavior of your buyers to understand:* What channels do your buyers use for education and research?* What are the questions and topics they are interested in?* What are their KPIs, “jobs to be done” and the typical challenges?* Who do they follow and trust?* What communities/associations do they engage with?3. CATEGORIZE DEMAND TOPICS1. B𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐭𝐫𝐢𝐠𝐠𝐞𝐫𝐬 𝐭𝐡𝐚𝐭 𝐜𝐚𝐧 𝐩𝐮𝐬𝐡 𝐲𝐨𝐮𝐫 𝐛𝐮𝐲𝐞𝐫𝐬 𝐭𝐨 𝐬𝐞𝐚𝐫𝐜𝐡 𝐟𝐨𝐫 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬.2. D𝐞𝐦𝐚𝐧𝐝 𝐭𝐫𝐢𝐠𝐠𝐞𝐫𝐬: what can attract their interest and motivate them to learn more about the problem or an opportunity?3. 𝐃𝐢𝐬𝐜𝐨𝐯𝐞𝐫𝐢𝐧𝐠 𝐚𝐧𝐝 𝐞𝐯𝐚𝐥𝐮𝐚𝐭𝐢𝐧𝐠 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬.4. 𝐃𝐞𝐜𝐢𝐬𝐢𝐨𝐧-𝐦𝐚𝐤𝐢𝐧𝐠: what can influence their decision?4. PRIORITIZE CAMPAIGNS.Map out all demand campaigns you believe make sense to launch. Prioritize by:* scope, * budget,* resources* easiness of launching* potential impact.5. DEVELOP OR REFINE DEMAND CAPTURING.Before launching a pilot demand gen campaign:* Reduce friction points (long forms, pricing unavailable, etc.)* Define one process of demand capturing (retargeting of engaged accounts, intent data, etc.)6. LAUNCH A PILOT CAMPAIGNDon’t push all of your resources into the pilot campaign. Instead:* Define the goals and align them with sales and execs.* Define a small pilot team* Select only one channel and one program. Don’t do multiple things in parallel.* Create a clear timeline and leading metrics to track progress.7. OPERATIONALIZEAfter your campaign gets traction, document the process and onboard or hire a team member to maintain the campaign.8. CREATE A REPORTAdd a mix of self- and digital attribution (digital analytics + How did you hear about our product?) to show the impact of marketing on revenue.9. GRADUALLY LAUNCH AND DOCUMENT NEW DEMAND GENERATION AND DEMAND CAPTURING CAMPAIGNS.10. DOCUMENT AND BUILD A DEMAND GEN TEAM.Don’t hire for the process that doesn’t exist in the beginning. Bring people to maintain the existing campaigns, refine them and give some space for experimentation.

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin me, Stapho Thienpont, and Stef Hamerlinck, brand builder at Alan sharing:- The step-by-step process of creating a B2B brand strategy with examples from Alan: raising $490mln, growing to $258mln ARR and acquiring 20k customers in 3 countries.- How to make sure people recognize and connect with the brand at every stage in the funnel- How to make media talking about your brandRESOURCESTOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogEPISODE OVERVIEWHere is how we develop a brand strategy for B2B tech companies(Fullfunnel overview).1. 𝐈𝐂𝐏 (𝐈𝐃𝐄𝐀𝐋 𝐂𝐔𝐒𝐓𝐎𝐌𝐄𝐑 𝐏𝐑𝐎𝐅𝐈𝐋𝐄).You need to understand:- who is your ICP,- what problems your product solves for them- what goals or results your product helps to achieve- how do they buy and what influences their decisions- how and where do they learn (channels and platforms), what matters for them, and what can attract their attention.Enrich your ICP with 3 pillars:- Firmographics and account qualification- Buying commitee- Buyer journey2. 𝐁𝐑𝐀𝐍𝐃 𝐒𝐓𝐑𝐀𝐓𝐄𝐆𝐘 𝐏𝐈𝐋𝐋𝐀𝐑𝐒.- 𝐏𝐨𝐬𝐢𝐭𝐢𝐨𝐧𝐢𝐧𝐠 𝐚𝐧𝐝 𝐜𝐚𝐭𝐞𝐠𝐨𝐫𝐲 𝐝𝐞𝐬𝐢𝐠𝐧.Become a big fish in a small pond and create a new category for inside a lucrative one (riches in niches).- 𝐕𝐚𝐥𝐮𝐞 𝐏𝐫𝐨𝐩𝐨𝐬𝐢𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐃𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭𝐢𝐚𝐭𝐢𝐨𝐧.What makes your brand different from alternatives and competition? What value it provides that others don’t?- 𝐁𝐫𝐚𝐧𝐝 𝐕𝐚𝐥𝐮𝐞𝐬 & 𝐏𝐫𝐢𝐧𝐜𝐢𝐩𝐥𝐞𝐬.What’s the value or principles your brand translates?Examples:- Full-funnel marketing instead of lead gen.- Building marketing function aligned with the buyer journey.- 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐌𝐞𝐬𝐬𝐚𝐠𝐞.What are you going to say to distribute your positioning and value prop?How can you educate your ICP and create demand for your product?3. 𝐃𝐈𝐒𝐓𝐑𝐈𝐁𝐔𝐓𝐈𝐎𝐍.All previous pillars are useless without appropriate distribution. Develop the distribution strategy to communicate to ICP including:- Content marketing- Thought leadership- Paid distribution- Media- Sponsorship- Events- Internship / Social activitiesStapho Thienpont оn Linkedin: https://www.linkedin.com/in/stapho/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelIn this episode I will tell you how to unlock the power of intent data and use it to determine who is engaging with your brand and what they're looking for. By understanding the intent of your audience, you can create more effective marketing campaigns that truly resonate with your target audience.On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogHow to use intent data to source ABM programs with the engaged accounts. 1. Define key sources of the intent data. At Fullfunnel.io we use: - Albacross to identify accounts that have visited our website- LinkedIn engagement data- [Paperflite](https://www.linkedin.com/company/pape...) to capture the demand and track bottom of the funnel content engagement- Mention tracking specific intent keywords (e.g. ABM agency, ABM consultant Don’t add a lot of sources, but rather focus on a few that can provide crucial insights for your business. 2. Filter the account through qualification criteria. Our marketer filters all the new accounts through the account qualification criteria and applies one of three tiers for each of the qualified accounts. 3. Run account research and fill in the tracking spreadsheet. As the next step, we collect all the publicly available insights about the strategic initiatives of the qualified accounts and map out the buying committee. 4. Define engaged accounts and add them to CRM. Marketer applies engagement criteria, and if the account passes the engagement threshold, the marketer saves it to CRM. 5. Refine the process with SOPs. We create detailed video instructions explaining every step, so any team member can pick it up at anytime 6. Report frequency. In our case, we collect the data on a daily basis and ask the marketer to send the account engagement report on a weekly basis.---Intent data without clear processes for using it is useless. Your team might get excited about it initially but will start ignoring it in a few weeks. Focus on a few sources and tools, create SOPs, and make sure everybody knows how to use them before adding more sources and overwhelming your team.Stapho Thienpont оn Linkedin: https://www.linkedin.com/in/stapho/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin me and Jim Gilkey from Terminus sharing: ​- Live examples of the research cascade method​- How marketing and sales should collaborate when running ABM campaign​- Real ABM playbooks and case studiesRESOURCES- Account-based beverages podcast: https://www.accountbasedbeverages.com/- Terminus: https://terminus.com/On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogTHE RESEARCH CASCADETo generate revenue from ABM (account-based marketing) campaigns you need to implement the research cascade method. Here is why and how.ABM stands for personalized solutions to companies with a clear need or challenges your product solves.Start with a list of engaged accounts that fit your ICP and passed through qualification criteria.Next, leverage the research cascade method.1. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡.Collect and analyze all publicly available information about target accounts' key initiatives and strategy.Here are the main sources:- press releases- interviews with chief executives- roadmaps- corporate reports- earning calls2. 𝐁𝐮𝐲𝐢𝐧𝐠 𝐜𝐨𝐦𝐦𝐢𝐭𝐭𝐞𝐞 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡.Research the buying committee and collect insights about how they might be involved in the key initiatives.Here are several things you need to pay attention to:What's their role and area of responsibility in the stated key initiative or strategy?- KPIs/OKRs- Challenges- Goals3. 𝐕𝐚𝐥𝐮𝐞 𝐩𝐫𝐨𝐩𝐨𝐬𝐢𝐭𝐢𝐨𝐧 𝐦𝐚𝐩𝐩𝐢𝐧𝐠.Start mapping your value proposition with the identified KPIs, goals, and challenges of every buying committee member.Fullfunnel.io example from selling ABM sprints:Marketing: Get a proven process to collaborate with sales and increase marketing-sourced revenue.Sales: Hit revenue targets faster by winning deals with enterprise accounts.4. 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬.Write down short (I recommend one-page docs) personalized solutions for every buying committee member.Include:- Context- How exactly your product helps to achieve their goals or solve the challenges- Relevant social proof5. 𝐃𝐢𝐬𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐨𝐟 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬 (𝐰𝐚𝐫𝐦-𝐮𝐩 𝐚𝐧𝐝 𝐚𝐜𝐭𝐢𝐯𝐚𝐭𝐢𝐨𝐧).Create a multichannel warm-up and activation program with sales.Include:- Social engagement and selling- Personalized ads- Content hubs- Content collaboration- Direct mail swags- Micro-eventsKeep in mind.ABM is not about volume.ABM is about selecting the right accounts that have a need for your product and marketing to them with personalized solutions.

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelIn 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. RESOURCESOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogHOW TO MEASURE B2B MARKETINGB2B 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. 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐬𝐨𝐮𝐫𝐜𝐞𝐝 𝐫𝐞𝐯𝐞𝐧𝐮𝐞.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. 𝐖𝐢𝐧 𝐫𝐚𝐭𝐞If the win rate is low, it means that either you have bad targeting, have low-quality opportunities, or have a misalignment with sales.3. 𝐒𝐚𝐥𝐞𝐬 𝐜𝐲𝐜𝐥𝐞 𝐥𝐞𝐧𝐠𝐭𝐡.When the sales cycle length decreases, you are accelerating revenue.4. 𝐀𝐂𝐕 (average contract value).5. 𝐒𝐚𝐥𝐞𝐬 𝐩𝐢𝐩𝐞𝐥𝐢𝐧𝐞 𝐯𝐞𝐥𝐨𝐜𝐢𝐭𝐲.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. 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐑𝐎𝐈.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 METRICS7. 𝐄𝐧𝐠𝐚𝐠𝐞𝐝 𝐚𝐜𝐜𝐨𝐮𝐧𝐭𝐬.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. 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐬𝐨𝐮𝐫𝐜𝐞𝐝 𝐬𝐚𝐥𝐞𝐬-𝐪𝐮𝐚𝐥𝐢𝐟𝐢𝐞𝐝 𝐨𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐢𝐞𝐬.BRAND METRICS.9. Inbound opportunities.10. Media invitesPodcast 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 оn Linkedin: https://www.linkedin.com/in/stapho/Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/