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

saraboostani
saraboostani Posts: 395 6senser
in Research Road

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Aptly titled, Misaligned Marketing KPIs are Hurting B2B Teams, dives straight into the impact of outdated metrics on ABM efforts, a widespread challenge.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/
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