Chapter 4
Redefining success metrics
As B2B marketing becomes more sophisticated, organisations are developing new frameworks to measure success and demonstrate value.
Frida Ahrenby from Rillion highlights the complexity of modern buying journeys: "Typically, a successful journey involves a mix of 3 to 5 different channels, more than 50 touchpoints, and 8 to 11 stakeholders. This insight has fundamentally shaped our marketing strategy. Our role in marketing is to ensure we're present and relevant throughout this intricate journey."
The focus on quality and revenue remains crucial. Anders Lindstrom from Cezanne outlines their priorities: "We concentrate mainly on the volume and conversion rates of Sales Qualified Leads (SQLs), ensuring they meet our high-quality standards. Another vital metric is the Annual Recurring Revenue (ARR) and monitoring which channels bring in the most revenue."
Typically, a successful journey involves a mix of 3 to 5 different channels, more than 50 touchpoints, and 8 to 11 stakeholders. This insight has fundamentally shaped our marketing strategy. Our role in marketing is to ensure we're present and relevant throughout this intricate journey.
Frida Ahrenby
Chief Marketing Officer at Rillion
This revenue focus is echoed by Nick Washbourne from Force24: "While we track Marketing Qualified Leads (MQLs) and Marketing to Sales Qualified Leads (MSQs), our primary focus is on revenue. The most crucial metric for our marketing team is the annual revenue from deals per month."
A more nuanced approach to customer needs is emerging. Hans Smans from AND Digital explains: "We've moved away from offering predefined solutions, instead tailoring our approach to each customer's unique circumstances. Crucially, we've developed the ability to uncover challenges that customers themselves may not be aware of, providing value beyond just responding to stated needs."
Graeme McKee from Systal Technology Solutions emphasises: "For me, it goes beyond mere marketing or sales---it's about the entire organisation aligning around a common set of goals. Without this alignment at the organisational level, efforts between sales and marketing won't be as effective."
By monitoring interactions such as visits to a pitch page, we can predict investment intentions and tailor communications. This focused approach allows us to engage potential investors more effectively by providing them with relevant and appealing information at the right time.
John Hills
Vice President of Marketing, Crowdcube
About 6sense
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