Before you start any advertising program, it’s so damn important to have a clearly documented set of campaign KPIs that map to the financial goals of the business. At Visionary, we call these KPIs “Campaign Economics”. In this video we break down the most professional way to measure a B2B growth campaign, and take you through a step by step example of the metrics.
Why is this vid so important?
Because… When you’re running marketing programs to attract 5 – 7 figure clients, your campaign decisions should be made based on clear reporting data that maps to Business Goals.
But instead, marketers tend to optimise their campaigns towards more: “leads”, clicks, “#1 0n Go0gLe”, impressions and followers…
None of which tell you whether your marketing is actually impacting your P&L, right?
Here’s the problem: B2B marketing is much more complex than standard B2C advertising.
In B2B companies:
– Sales cycles are long
– ROI is long term
– The real value isn’t in the first sale—it’s in the lifetime value of the client
– The buyer’s journey is [unfortunately] way more than just: click, click, Buuyyyy!
So, you’ll need to track the right metrics, so that marketing & sales are incentivised to attract optimal customers into the business.
Here are the metrics that will make a difference. If you track them in real-time, the entire business improves because everyone works together towards unified KPIs:
🔵 Target New Customers – How many actual customers do we need to hit our revenue goal? Not “leads”. Not “MQLs”. Signed Customers
🔵 Initial Deal Value – If your best customers are a $100K deal, but marketing is unconsciously optimising for easier $5K deals, you’re misallocating budget. Measuring “Initial Deal Value” forces your marketers to focus on the right audience
🔵 Customer Lifetime Value – For B2B companies, MOST of the revenue comes in AFTER the first deal is signed, from customers that stay with you for years. This is the most significant marketing opportunity in many B2B companies. But if you’re not measuring it, chances are your marketers aren’t improving it
🔵 Qualified Deals Close Rate – Are we generating high-quality pipeline? Are the sales team achieving their targets?
🔵 Cost per QUALIFIED Deal – NOT “cost per lead.” Keep your measurements to “Qualified Deals” – that forces your marketing team to attract the right opportunities for an acceptable price.
It’s a simple fix with a business-defining impact.
The phenomenon of “Dark Social” is well understood and leveraged by experienced B2B marketers. Such a fancy term… But what the hell is it?:
It’s the tangible business growth results that come from running strategic content marketing campaigns, using layers of retargeting to engage the audience.
More specifically – the term “Dark Social” refers to the growth results that are NOT visible by the standard automated marketing exports or “cost per lead” reports you might be used to.
Hence the term “DARK Social”.
But “Dark Social” results are often the most impactful in the business:
Higher value deals. Easier sales cycles. Larger customer values.
Sudden record months that aren’t directly correlated with “cost per lead” or clicks.
So… in this vid I’m teaching you the concept of “Dark Social” and, more importantly, how you can measure it.
Once you are able to measure it, your marketers can start optimising towards it (instead of unconsciously optimising away from it).
That means real growth that actually shows on your P&L.
Not just lots of “leads”, clicks and followers that look good on an automated report but go nowhere.
The way you measure your marketing shapes the business growth results that you get. If you’re optimising for the wrong metrics, you create compounding damage by attracting the wrong prospects and customers to the business.
But when you’re measuring the right metrics, you naturally optimise towards the strategies that are creating real business growth results.
So, in this video, we talk you through an example of how you should measure your B2B growth program, step by step.
One of the most powerful tools in your online B2B sales system is your CRM. But with so many options available, the real challenge is choosing the right one and making it work for your business.
A well-implemented CRM does more than just store data. It helps you:
– Educate your prospects with the right content
– Inspire them with timely insights
– Nurture leads at every stage of the customer lifecycle
– Align sales and marketing for consistent growth
When used strategically, your CRM becomes the central engine of your online B2B sales system, driving better engagement, higher conversions, and long-term customer success.
If you’re building a scalable sales strategy, this video will help you understand how to make the most of tools like HubSpot, Pipedrive, Salesforce, or Zoho, and why leveraging them fully is a game-changer for B2B businesses.
The CRM, it will be one of the most powerful tools that you implement into your business.
So essentially it’s able to integrate all of your online marketing and all of your online sales initiatives, and then track and fine-tune each one in real time.
The CRM also allows you to run an online sales process.
It records and manages your contact with every single lead and prospect throughout their buyer’s journey, and really allows you to create an individual buyer’s journey for every contact where they feel like they’re getting the most possible value from your business before the sale.
Now, there’s plenty of really good CRM technology out there.
We’ve got Visionary clients that use HubSpot, Salesforce, Pipedrive, and there’s many other more niche versions.
For Visionary, our favourite is by far Hubspot.
And the reason is because it’s evolving the fastest and it scales with your business.
So with a CRM, every time they add a new feature or add a new evolution, that’s evolution to your entire online business.
You should choose what’s best for you, but it’s very, very important that you choose with a long-term perspective so that you choose the right CRM that will power your online sales process.
CLEAR MONTHLY REPORTING
Okay, next Monthly Reporting.
So before any long-term digital strategies are launched, it’s so important we understand exactly where you’re at.
So we’ll create a monthly dashboard with a few really key online marketing metrics and online sales metrics that then allows us month by month to monitor where you’re at and focus your limited attention, limited energy, limited budget on the right areas of your marketing that will create the most impact possible.
But if you’ve ever worked with a digital marketing company before, typically they deliver reams of digital marketing data, which makes no sense, right?
Awesome information for a marketer, but kind of extreme data overwhelm if you’re a director making business decisions.
So at Visionary we’ll keep our reports really clear, really simple, and will give you data-driven insights on your business.
Once we have that monthly reporting set up, then we’re in a really good position to advise on what the next strategy is that you should implement.