Views from Kate Mackie – Global iGTM Lead at EY
To evaluate the effectiveness of marketing efforts, it’s essential to align metrics with the buyer’s journey stages. Early stages may require a focus on reach and awareness, while later stages demand attention to conversion and sales metrics.
Kate highlighted the importance of understanding “what delivers you the return on investment you need.” This requires a granular approach to metrics that reflect the buyer’s state of mind at each phase.
Key Metrics by Stage:
- Awareness Stage: Track website visits, social media reach, and content downloads to measure initial engagement.
- Consideration Stage: Focus on email open rates, webinar participation, and demo requests to gauge interest.
- Decision Stage: Monitor conversion rates, deal velocity, and customer acquisition cost (CAC) to evaluate bottom-of-funnel performance.
Using tools like HubSpot or Salesforce, marketers can build dashboards to visualise and optimise performance at each stage.
Integrate Brand and Demand: Recognise That Strong Branding Fuels Demand Generation at Every Stage
Too often, B2B companies treat brand building and demand generation as separate silos. However, a strong brand lays the foundation for demand generation by creating trust and recognition that drives engagement across the buyer’s journey. Forrester research shows that strong brand equity can significantly reduce CAC and increase buyer confidence in the decision-making process.
Kate noted, “If you’re heroing price and commoditising your message, you’re in a race to the bottom. Instead, focus on the value you create.” Branding reinforces this value by highlighting your company’s purpose and reliability.
Strategies for Integration:
- Consistent Messaging: Ensure that demand campaigns reflect your brand’s core values and promise.
- Storytelling: Use case studies, testimonials, and thought leadership to connect your brand narrative with real-world results.
- Content Ecosystem: Develop top-of-funnel content (blog posts, videos) that flows seamlessly into demand-driven assets (eBooks, white papers).
For a comprehensive breakdown, see Harvard Business Review’s articles on the ROI of brand equity in B2B.
Turning Challenges into Opportunities
From navigating complex buyer journeys to aligning metrics and integrating branding, B2B marketing is filled with challenges that can become opportunities with the right strategies. Success comes from understanding your audience, creating value-driven messaging, and leveraging data to optimise your approach.
By addressing these core elements, B2B marketers can differentiate their offerings and build meaningful, long-term relationships with clients. As Kate summed it up, “Marketing’s purpose is to get people to buy more of your product, more often, for more money.” Start by meeting them where they are—armed with insights, clarity, and purpose.
