B2B Excellence - The single source of truth fallacy
B2B Excellence is a weekly newsletter that curates the best B2B marketing content from the brightest minds in our industry.
We include the perspectives from a variety of enterprise marketers, stories from fast-growth businesses challenging the conventional ways of working and thinking, and the top 1% of B2B marketers shaping modern-day practices.
For more content, you can follow me on LinkedIn.
The single source of truth fallacy
The suggestion that a “Single Source of Truth” exists is misleading and relying on a “North Star metric” will misinform.
We all want the utopia dream of simplicity and ease, with the ideation that data can be packaged up with ease, cleaned and processed, which will appear in a colourful informative dashboard, with everything we need in a couple of clicks, but…
B2B marketing is too complicated, data is messy, there are internal processes to navigate and it's all very slow and clunky.
But because of all of the above, those brands that lean into doing measurement correctly can have a huge competitive advantage.
That's because with patience and will, it can be resolved.
Appropriate measurement frameworks will unlock better marketing, that will deliver better results. Period.
It’s a good suggestion because it incorporates progression, a phased approach, and complementary methodologies to calibrated data decision-making.
Inspired by Michael Kaminsky
No correlation from click to ROI
Optimising so that every 1000 views will get me 4 clicks was always something I questioned, whilst appreciating there is a time and place for it on a tactical level, for sure.
I always have the preference to optimise towards the consumption of media or information to the environment they’re consuming it in.
Bringing them out of that environment means, clicking on a banner, accepting cookies, accepting pop-ups, and waiting for the page to load, it's all rather a sh*t experience in most cases.
Signal Analytics – The Definitive Guide (Part I)
Dale W. Harrison is back with another fantastic addition to his version of Signal Analytics.
Next phase of marketing or just returning to our foundations?
Recommended by LinkedIn
“Instead of scaling organic traffic, we need to scale attention. It's different.”
Conversations, posts or articles I liked this week
A social-first b2b strategy is a KEY driver of increased share of voice, and ultimately market share. Andy Lambert Custom Influence
Original Series (posted by Chris Peters )
B2C Inspiration
B2B Creative
Tools & Services of the week
Learn about B2B Influencer Marketing A content hub for those looking to learn more about influencer marketing. Moon At Dawn
Events & Podcasts of the week
Cognism has pioneered modern day B2B marketing in recent years, spearheading a content-first marketing machine. VP of marketing Liam Bartholomew shares their secret sauce on the role of working with influencers.
In this episode, you’ll learn…
>The role of influencers in their wider GTM strategy
> How Cognism define and differentiate between SMEs and influencers
> What Cognism look for when working with influencers
> How to scale relationships
> The importance of making selected relationships formal
> How to entice influencers to be apart of your network
> How to start working with influencers with no budget
> The opportunities in influencer marketing
> And how they are futureproofing their influencer programs
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Are you attending the Rory Sutherland MAD//Masters Masterclass at MAD//FEST LONDON on 4 July? Rory Sutherland
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Global CEO @ WPP's SJR | Content Marketing Association Board Member | HBR Advisory Council Member
7moThanks, Chris - I look forward to this update every week (and grateful to be contributing in a teeny way)!