Hugh Macfarlane, Founder & CEO of, writes…

Metrics for every stage of the lead-conditioning process? B2B marketing professionals will know that proving their worth to the rest of the organisation can prove painful at times. But when metrics are in place, they can serve to facilitate better planning, lead-readiness and maximise ROI. What you need is a solid set of metrics to align with your B2B marketing processes. So what are they?

Laurie Beasley, President Beasley Direct, and Tom Judge, VP of Strategy at Direct Marketing Partners, will talk about creating a metrics-based B2B marketing process at DemandCon. The pair have some enviable experience in these matters too. Laurie is co-founder and president of Beasley Direct Marketing, and president of the Direct Marketing Association of Northern California. She also finds time to manage the eMarketing roundtable for the NorCal BMA and teach email marketing at UC Berkeley extension. Tom is a member of the Sales Lead Management Association’s list of “50 Most Influential Sales Lead Management Professionals”, as well as being an experienced Funnel problem-solver and lead-management consultant.

What is also worthwhile mentioning is that their presentation will include a case study from Anritsu Company, an Echo Award winning campaign. Using a case study as a reference point is an effective method for ironing out what does and doesn’t work in a Funnel Plan. And this is exactly the kind of knowledge that will be handy to bring to the Funnel Plan Training Workshop.

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.