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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.
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 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.
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