Good morning, Marketer, and do you have metrics for engagement?
An intriguing insight from Colby Cavanaugh at Integrate: B2B marketing teams are told they need to engage with accounts (and individuals at those accounts) and support them through a buying process which, essentially, the buyers are now dictating. But performance is still measured in terms of qualified leads.
There’s a disconnect here. Successful engagement metrics, in my mind, would include things like time spent with relevant content, white paper downloads, attendance at webinars and level of participation. In an ideal world, there would be some degree of insight into engagement with relevant topics outside the brand’s own ecosystem — on social media, for example.
Question for you: Do you think your performance is being measured on the right metrics, or is there a disconnect between your performance goals and actually doing what it takes to deliver business outcomes? Let me know: kdavis@thirddoormedia.com
Kim Davis
Editorial Director
