Measuring B2B Success with Buying Groups and ABM
Thursday, April 25th at 1PM EST
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.
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.
Key takeaways include:
- The key elements for measuring demand against buying groups
- How to move away from measuring individual leads
- The associated processes and technology requirements