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Marketing Performance Metrics 2.0: B2B Brands Focus On Pipeline Velocity, Activity Across Buying Stages And Campaigns

Marketing performance measurement is an ongoing challenge for many B2B brands. For example, our research shows 87% of B2B companies ranked marketing measurement and reporting as a growing priority, but more than half (58%) said their current ability to track marketing performance “needs improvement” or worse. Progressive companies such as Iron Mountain and ServiceMax are succeeding by moving beyond baseline metrics to analyze pipeline velocity and track marketing performance across various stages and campaigns.

Left Brain DGA Moving Into Technology Space With Launch Of MiDash ROI Tool

MiDash logoEven with the growing adoption of marketing automation, CRM and web analytics tools, most marketers are still challenged to clearly demonstrate the ROI of their campaigns. In a move to fill that gap, Left Brain DGA, one of the leading demand gen consultancies, has introduced MiDash, a marketing intelligence platform aimed at using historical data, predictive analytics and performance alerts to supplement the information available from marketing automation systems.

Founded in 2009, Left Brain DGA has developed the Left Brain Model, a framework for measuring marketing’s contribution to a demand generation program and to provide a structure for the lead nurturing and scoring activities that support this process. Left Brain Model user Lenovo was the winner of Eloqua’s 2012 Demand Generation Center of Excellence Markie Award for its collaborative go-to-market strategy, commitment to persona-based content and focus on metrics to drive campaign decisions.

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