Good morning: Are you looking after your metrics?
Good morning, Marketers, and do you have metrics for engagement?
An intriguing insight from Colby Cavanaugh at Integrate: B2B marketing teams are told they need to engage with accounts (and individuals at those accounts) and support them through a buying process which, essentially, the buyers are now dictating. But performance is still measured in terms of qualified leads.
There’s a disconnect here. Successful engagement metrics, in my mind, would include things like time spent with relevant content, white paper downloads, attendance at webinars and level of participation. In an ideal world, there would be some degree of insight into engagement with relevant topics outside the brand’s own ecosystem — on social media, for example.
Question for you: Do you think your performance is being measured on the right metrics, or is there a disconnect between your performance goals and actually doing what it takes to deliver business outcomes? Let me know: firstname.lastname@example.org
People. Brewster Stanislaw joins Demandbase as Chief Product Officer. He brings an impressive resume of product roles in marketing technology having worked with Sprout Social, Bizible, Marketo and Adobe, and most recently with Google where was Director of Product. Jon Miller, who was both CPO and CMO for over a year continues in his marketing role.
What we’re reading. Given her legal and activist background, Lina Khan, President Biden’s pick to chair the FTC, may be preparing to take on tech monopolies. The New Yorker