In the B2B marketing world, we are increasingly more focused on measurement. Leads, click-throughs, likes, etc., are all important data points that marketers are keeping track of. However, these are related largely to marketing activities. While measuring activities is beneficial and important, where marketing needs to shift their focus is on results and actual value.
Marketo's Jon Miller sums it up like this: "A lot of the metrics marketers end up using tend to be more [about], 'Hey, look at what I'm doing,' as opposed to, 'Hey, I'm doing the right things.'"
In this video, Jon sat down with CRMSoftware.TV to discuss how to prove that you, as a marketer, are doing the "right things." He shares the three most important metrics that marketers should be tracking to help them prove the value of their marketing activities, as well as the value of their investment in marketing automation software.
Check it out below and be sure to contribute your thoughts in the comment section.