Home Internet of Things Aerospace Apparel Energy Defense Health Care Logistics Manufacturing Retail

Forward Vision Marketing's 2018 Marketing Technology Survey

B2B tech companies need to experiment more with digital marketing so they can gather enough data to analyze and better understand their target audience.
By Kelly Stark

The final stage is when you make the last pitch to your hottest leads. At this stage, events, trade shows and in-person meetings can come in handy. However, since the lead is coming through a funnel, they will already know a lot about your company and what it delivers. If someone is agreeing to a meeting at this stage, it is very likely that they are interested in your product.

Most Measure Marketing Success Through Revenue Metrics
Most B2B tech companies surveyed indicated that they rely on revenue metrics to measure the success of their marketing campaigns. While revenue metrics are a clear indication of a company's bottom line, they should not be the only metric taken into account.

Our take: Very often, B2B sales cycles can be long. Typically, it can take high-growth tech companies much more than a year to convert a lead. It can be difficult to track marketing campaigns over such a long period of time, especially when modern buyer journeys are non-linear. Other metrics should be taken into account when analyzing the effectiveness of a marketing campaign. Online traffic metrics, lead-generation metrics, attrition rates and customer lifetime value are key contenders here. The latter two are especially relevant in the case of SaaS companies.

Login and post your comment!

Not a member?

Signup for an account now to access all of the features of RFIDJournal.com!

PREMIUM CONTENT
Case Studies Features Best Practices How-Tos
RFID JOURNAL EVENTS
Live Events Virtual Events Webinars
ASK THE EXPERTS
Simply enter a question for our experts.
TAKE THE POLL
JOIN THE CONVERSATION ON TWITTER
Loading
RFID Journal LIVE! RFID in Health Care LIVE! LatAm LIVE! Brasil LIVE! Europe RFID Connect Virtual Events RFID Journal Awards Webinars Presentations