Wednesday Wisdom: The Three Alignments in B2B (Part 3)

saraboostani

Happy Wednesday (Wisdom)!

We're taking a ✨brief✨ pause from the latest insights of The 2023 Buyer Experience Report, to share the third installment of the 3-part series, "The Three Misalignments."

Aptly titled, Misaligned Marketing KPIs are Hurting B2B Teams, dives straight into the impact of outdated metrics on ABM efforts, a widespread challenge. Less than half of ABM practitioners measure vital metrics like anonymous web traffic, opportunities, pipeline, and revenue from target accounts, relying instead on lead and MQL conversions.

Author @Kerry emphasizes the critical need to recognize anonymous web traffic and intent data to gauge true buyer interest, challenging conventional marketing-sourced attribution metrics.

Adding to the complexity, Kerry highlights the ongoing challenge between marketing and sales for credit in identifying selling opportunities. A strategic shift is needed: moving away from the singular touchpoint credit game and focusing on the complete set of interactions. Learn how recognizing  interaction patterns can pave the way for repetition and optimization.

It's a 5 minute read! Comment below and share the wisdom you gained 😉

https://6sense.com/blog/misaligned-marketing-kpis-are-hurting-b2b-teams/

saraboostani

Want to find out if less than half of ABM practitioners measure things like anonymous web traffic, still? We are currently collecting another round of data that informed this stat to see what, if anything, has changed. This year's survey takes about 7 minutes and we'll update stats like this one and create a report with all the results on how marketing measurement is going in the B2B industry.

Click here to take part in the anonymous survey 📝

Kerry

Yes, please. We want to understand how much better 6sense customer are than everyone else! :-)

saraboostani

Exactly @Kerry! 🙂

Rachel Zerilla

Love this! The most important part of any plan is measuring the right outcome!

saraboostani

100% Rachel!!