While most B2B organizations recognize that their buyers work in groups, marketing measurement has historically centered around individual leads. This lead-centric focus makes it difficult to plan for success, develop predictable conversion rates, and measure marketing contribution and stands in the way of robust sales and marketing alignment.
However, it doesn’t need to be this way. As more companies move to a buying group focus to support complex sales requirements and robust ABM programs, how must marketing measurement evolve?
In this webinar, SiriusDecisions Senior Research Director Ross Graber and Sherrie Mersdorf, VP Marketing at Evariant, will describe and demonstrate how B2B marketers can build more accurate reporting and predictable demand models by concentrating on buying groups.
The key elements for measuring demand against buying groups
How to move away from measuring individual leads
The associated processes and technology requirements
Senior Research Director, SiriusDecisions
VP Marketing, Evariant
VP Product, InsightSquared
Mauris suscipit sapien sed arcu ults, ut commodo tellus fermentum
Matisha comes to InsightSquared from Mautic, a marketing automation startup in Boston where she served as VP of Product. Prior to that, she held various roles in Sales Operations, Marketing Operations and Business Intelligence at companies such as Constant Contact, Sophos and IBM. Matisha received her MBA and a Masters in Information Systems from Boston University. In her time off she likes to cook, exercise and enjoy the outdoors as much as possible.
Suspendisse mattis eleifend placerat. Fusce imperdiet iaculis eleifend. Ut efficitur porttitor pulvinar. Pellentesque non nunc dapibus, tristique enim in, placerat risus. Fusce vitae diam eleifend, porta augue eget, viverra justo. Sed vel lobortis augue. Etiam nec risus a ligula posuere convallis. Sed eu turpis facilisis, blandit nibh commodo, congue magna.