How to get B2B marketing measurement right
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The holy grail for marketers has always been to correlate spend with sales. In B2B, especially for larger purchases, measurement is further complicated given an average 14-month sales cycle involving five or more decision makers. Yet, a few chief marketing officers are getting closer, deploying a complex martech stack with more than two dozen separate technologies that help identify, track, nurture and qualify a lead before turning it over to sales.
One of the masters of this approach is Brian Kardon, CMO of Fuze, a cloud-based unified communications provider. As the former CMO of Lattice Engines and Eloqua, Kardon was an early adopter of martech and remains an evangelist for the science-side of marketing. In our conversation, he reveals what metrics matter most to him, specific details on the cost per marketing qualified lead, his testing approach and the acronym most boards cherish the CAC ratio.
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