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Your Allies - flexible outsourced marketing
  • About
    • Team
    • Partners
  • Services
    • Strategy, planning, investment
    • Go-to-market, launches, international expansion
    • Sales & marketing alignment
    • LinkedIn & Social Selling Accelerator
    • Mentoring, talent development, recruitment
    • Messaging, storytelling, content
    • Demand gen, retention & channel programmes
  • Engagement
    • Fractional CMO leadership
    • Marketing advisory & mentoring
    • CMO strategy & implementation
  • Clients
    • Our work
    • Case studies
    • Testimonials
  • Diagnostics
  • Thinking
    • Awards
  • Contact

know your numbers

It isn’t all right-brain – KNOW YOUR NUMBERS! (Essential for getting B2B marketing measurement right)

09/18/2018 by Linsay Duncan

We’ve all looked away when we’ve seen it unfold on BBC2’s shows “Dragons’ Den” and “The Apprentice”. So-called entrepreneurs, amongst them self-professed experienced marketers, who fall apart when it comes to talking about figures or miss out on investments due to shaky maths. Have a cringe at these massive number fails:

Dragon’s Den

The Apprentice

This is pure gold dust for the producers and happily for them, it’s a regular occurrence. Whilst you’re unlikely to be facing the pressure of a Beeb camera crew intently focused on you anytime soon, you still cannot leave this area to someone else or think you’ll somehow avoid questions here.

Understanding and being confident talking figures, particularly with the C-Suite is key to ensuring that marketing is measured, understands what success looks like and continues to receive the investment it needs to succeed. To stand up and confidently share your lead targets, conversion rates, ROI expectations, and all the other metrics you need to know to do your job well will:

  • Show that your department is accountable and measured
  • Demonstrate there is sane rationale behind your planning
  • Present you as a credible individual

Ready to get your head around some numbers?

Here are some useful articles to help you get a grip on your figures:

Know Your B2B Marketing Metrics: Measure Your Way to Success Act On, August 2018

Chickens and eggs? Monkeys and peanuts? Just what should my B2B marketing budget be? Your Allies, July 2017

How B2B Marketers Should Measure the Business Impact of Their Campaigns LinkedIn, March 2018

Five wise ways to invest your B2B marketing budget Your Allies, March 2017

How to maintain a healthy B2B marketing budget The Drum, May 2018

Need a bit more right-brain help? Drop us a line if you or your marketing team could do with a little help around the numbers side of things. It’s what we do day in, day out.

Filed Under: HomepagePosts, m2g Tagged With: B2B, B2B budget, b2b business, B2B marketing, b2b marketing budget, B2B marketing measurement, B2B numbers, know your numbers, marketing measurement

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