Episode 102: How to measure B2B marketing for companies with long sales cycle with Stapho Thienpont

Full-Funnel B2B Marketing Show

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In this episode we are covering:
- The consolidated revenue report that demonstrates marketing impact on pipeline and revenue
- How to measure different ABM campaigns
- How to measure B2B demand generation and intertwine it with the revenue report.
RESOURCES
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HOW TO MEASURE B2B MARKETING
B2B marketing reporting shouldn't be complex. Here are 3 categories and 11 core metrics I recommend looking at for a B2B company with high ACV and a long sales cycle.
REVENUE METRICS.
1. 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐬𝐨𝐮𝐫𝐜𝐞𝐝 𝐫𝐞𝐯𝐞𝐧𝐮𝐞.
How much revenue came from marketing campaigns? Aim to increase the % compared to sales-sourced revenue. It proves the efficiency of your marketing and growing brand recognition.
2. 𝐖𝐢𝐧 𝐫𝐚𝐭𝐞
If the win rate is low, it means that either you have bad targeting, have low-quality opportunities, or have a misalignment with sales.
3. 𝐒𝐚𝐥𝐞𝐬 𝐜𝐲𝐜𝐥𝐞 𝐥𝐞𝐧𝐠𝐭𝐡.
When the sales cycle length decreases, you are accelerating revenue.
4. 𝐀𝐂𝐕 (average contract value).
5. 𝐒𝐚𝐥𝐞𝐬 𝐩𝐢𝐩𝐞𝐥𝐢𝐧𝐞 𝐯𝐞𝐥𝐨𝐜𝐢𝐭𝐲.
Sales pipeline velocity demonstrates revenue trajectory according to your sales cycle length, sales-qualified opportunities, ACV, and win rate.
If this metric is growing, it proves that you:
- target the right accounts,
- have a marketing message-market fit,
- good buyer enablement
- no friction points in the buying process.
6. 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐑𝐎𝐈.
Demand or brand activities can't be measured by sales opportunities or CAC.
Hence, I recommend holistically looking at marketing-sourced revenue, sales pipeline velocity, and budget spent to calculate marketing ROI.
You need to have a holistic approach.
PIPELINE METRICS
7. 𝐄𝐧𝐠𝐚𝐠𝐞𝐝 𝐚𝐜𝐜𝐨𝐮𝐧𝐭𝐬.
The more engaged accounts you have in your pipeline, the more sales-qualified opportunities and marketing-sourced pipeline you'll generate.
I also recommend looking at the length of conversion from engaged accounts to sales-qualified opportunities. It will help you to make better revenue and pipeline forecasts.
8. 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐬𝐨𝐮𝐫𝐜𝐞𝐝 𝐬𝐚𝐥𝐞𝐬-𝐪𝐮𝐚𝐥𝐢𝐟𝐢𝐞𝐝 𝐨𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐢𝐞𝐬.
BRAND METRICS.
9. Inbound opportunities.
10. Media invites
Podcast invites, speaking gigs, and featuring in guest posts - all are positive signs that your brand gains traction.
I also recommend looking at the quality of the invites. The more invites you are getting from the industry-leading media, the higher your brand anticipation.
11. Brand traffic and brand mentions.
Pay attention to how often your product is being recommended on social and in communities. The more mentions you gain, the higher your brand recognition.
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Depending on your business model, you might change metrics by adding churn, LTV, CAC, but the principles will be the same. That being said, every campaign you run should have its own set of metrics.
Stapho Thienpont оn Linkedin: https://www.linkedin.com/in/stapho/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/