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    B2B Marketing

    Are marketers using the metrics that matter?

    Marketing Operations and Technology (MarTech)

    B2B MarketingBy B2B Marketing

    The days when marketing was an un-measureable dark art are over. But marketers need to make sure they're using the right metrics to demonstrate their value to the organisation.

    The days when marketing was an un-measureable dark art are well and truly over. Every single aspect of marketing now has an associated numerical value: open rates, followers, shares, clickthrough rates, leads created, pipeline created, revenue, and so on and so on. But just because something can be measured, that doesn’t mean it should be.

    This report by B2B Marketing and Marketo uncovers the metrics senior marketers are currently using to prove their success and demonstrates how and where progress can be made in proving marketing’s success at the highest level of the business.

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