Hugh Macfarlane, Founder & CEO of, writes…

Does B2B marketing receive the recognition and support that it deserves in your company? Some B2B marketing professionals find themselves having to justify what they do to the rest of their organisation, when they could be making more headway with their marketing campaigns. One way of gaining back this time is to implement an effective process for measuring what you do. To do this, you first need to know what it is exactly that you should to be measuring. So, as Laura Patterson asks, “Does your marketing plan and metrics pass the “so what” test?”

Laura understands the imperative of effective B2B marketing performance metrics, and at DemandCon next week her presentation will tackle the kind of data needed to create one. As an author of marketing and branding books, and as President of Vision Edge Marketing, Laura has gained much insight into performance-driven organisations, both largepublic companies and start-ups. And VisionEdge Marketing is a data-driven, metrics based, strategic and product marketing company. Their data is used to leverage analytics, in order to:

  • Foster fact-based decisions regarding customers, products and markets;
  • Enhance sales and marketing alignment;
  • Address marketing accountability and operations; and
  • Measure and improve marketing performance and effectiveness.


These insights are useful checkpoints for any Funnel Plan. In our B2B Marketing Training Workshop on day 3 of DemandCon, Chuck Besondy and I will lead you through the process of building an end-to-end sales and marketing plan that helps you select tactics for every stage in the buyer’s journey, and to task each tactic with a clear and measurable role.

Haven’t yet registered for the B2B Marketing Training Workshop? You can do so (and get a 15% discount!) by scrolling to the bottom of our DemandCon event information page.