What’s Trending: Are You Measuring What Matters Most?

August 19, 2019

Imagine you were trying to become more physically fit, and to measure your progress, you checked your height and your shoe size every week. You kept detailed logs of height and shoe size, noted fluctuations, tested new ways to affect those metrics.

Odds are these measurements wouldn’t help you reach your goal. I’m sure you can think of a dozen more relevant metrics for fitness, from cholesterol levels to the way your favorite pair of jeans fits. The point being, metrics only work if they’re right for what you’re trying to accomplish.

Most marketers are seeing the stated goals of their marketing change. Some are moving more to account-based marketing. Some are rolling out new tactics, like influencer-based content. Some are focusing on proving their contribution to ROI. Each of these paths come with their own set of KPIs and metrics to measure them.

This week’s roundup can help you choose the right metrics to match your marketing goals. In addition to metric and KPI advice, you’ll also find tips on creating better B2B video, spicing up boring content, and more.

What Marketers Were Reading and Sharing Most This Week:

1. How to Measure Account-Based Marketing Success

Your marketing is only as good as your measurement, and ABM has its own unique metrics. Mitch Folks covers the crucial measurements you should be making at each stage of the funnel.

2. B2B Influencer Marketing: 4 Strategies that Move the Needle

Influencer marketing can help establish your brand credibility and expand your audience, even in B2B. Find a wealth of practical advice and real-world examples in this Business 2 Community post from Alex Tachalova.

3.  Content Marketing & SEO as a Cohesive Strategy

It’s time to stop thinking about content and search as two separate disciplines, says Annika Helendi. In this post, she makes the case for a more holistic approach, and explains how to start merging the two.

4. 5 Ideas for Innovative B2B Video Marketing

Looking to make your videos more human, more informative, or just more fun for your audience? These well-illustrated tips from Tom Shapiro can help.

5. How to Advertise to an Audience with an 8-Second Attention Span

Okay, so the eight-second thing is a myth. But it’s true that attention spans are getting shorter. These tips from Ronald Dod can help you keep your audience’s attention. 

6. 7 Things Successful Marketers Do with Original Research

Give your audience something no one else can: Present original research either conducted or sponsored by your brand. Michele Linn shares how to turn the raw data into compelling content.

7. 5 Ways to Turn Dry Topics into a Content Marketing Win

The B2B struggle is real: Boring content won’t attract an audience, but few B2B industries are overflowing with excitement. Michael Brenner has tips to help you liven things up.

8. How to Rescue Your B2B Content Marketing Strategy

If your content seems stuck in a rut, this total overhaul from Jason Rankin may be just what you need. You’ll find plenty of advice and supporting evidence in this long-form article.

9. B2B Marketing KPIs that Directly Impact Sales Growth

Marketers are increasingly held responsible for proving the direct business impact of their efforts. As such, we need new KPIs to reflect a new focus on revenue. These tips from Joydeep Bhattacharya can help.

10. Content-Driven Experience Is the Need of the Hour

This post from Dietmar Rietsch masterfully combines customer experience and content, creating a blueprint for bringing them together in the service of creating personalized, omnichannel experiences.

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