In this episode, Katie and Chris revisit the essential basic B2B marketing metrics. They discuss the importance of metrics such as engagement rate, bounce rate, and conversion rate. They also talk about the sales funnel and how it is a tiny portion of the overall customer journey.

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In this week’s In-Ear Insights, we’re talking about B2B marketing metrics, particularly since it’s that time of year marketing across B2B form is coming around as it always does.

People are starting their annual planning and annual budgeting.

And recently, we’ve seen a couple of interesting trends at events.

Katie, you spoke at one last week, so did I, where we’ve noticed that with all the churn and change in people’s teams, it almost seems like in some ways, we have to get back to the basics right to set new baseline set, set some some common understandings of things.

So Katie, well, we’re talking B2B marketing metrics, where do you want to start?

I want to start with the one on one.

So you’re absolutely right.

So last week, we both have some speaking gigs.

And one of the pieces of feedback I got was that it felt like a 201 or a 301 course, even though this person was, you know, sort of felt like they were at the beginning stages, which was interesting to me, because, from my perspective, I thought it was a one on one because I was talking about the pitfalls of putting together a strategic plan, including not asking people what they want in the plan, not having a process for collecting the data to me, that I thought that was pretty one on one, but I could be mistaken.

So when we talk about B2B marketing metrics, I guess we need to bring it back down even a step lower than that and sort of talk about what are appropriate metrics, where do those metrics live? How do you collect those things? You know, almost as if someone you know, brand new, woke up one day and said, I’m going to join a marketing team, which it sounds like, has happened with people’s careers.

And so I mean, well, here’s the thing.

I don’t want to pick on people.

Because to be fair, Chris, when I joined your team at the PR agency a few years back, before we started this, I walked in not really knowing a lot of the