This Week in Marketing: Remodel Your Measurement for 2023

So much of successful marketing depends on good measurement. Accurate measurement of the right metrics can show how your content is performing, highlight areas of improvement, and lead to smart optimization for the next round. 

Not to mention that accurate measurement is essential for proving the value of your marketing to the rest of your organization. 

Even though measurement usually happens at the end of a marketing cycle, it should be baked into the process from the beginning. You should know how you’re going to measure success: Which metrics will be the most meaningful, and what are the benchmarks for each?

As we wrap up 2022, take some time to evaluate your marketing measurement. This week’s roundup can help you get started. Read on for tips from the LinkedIn Collective and experts across the internet.

What to Read

Break Free from the Vicious Cycle of Misleading B2B Marketing Measurement (LinkedIn Collective): If your average sales cycle is six months long, and you’re measuring ROI at one month … what you’re measuring is a KPI, not ROI. This mismatch of metrics leads to self-perpetuating confusion. My latest LinkedIn Collective post can help you break the cycle.

What Is ROI in Marketing? Why the Answer Isn’t Obvious (Collective): So what is the actual difference between ROI and KPIs, and how is each best used? Here Amelle Mahmoudi takes a focused look at the distinction, showing how to use KPIs to guide your journey and ROI to assess your impact.

5 Building Blocks for Connecting Content to B2B Revenue Growth (CMI): This piece from Greg Levinsky touches on metrics that can help prove your marketing’s worth. But it’s worth reading all the way through for tips on getting more value out of your content, as well—Levinsky identifies common areas where marketers are leaving money on the table.

A Guide to LinkedIn Content Marketing (Search Engine Land): Publishing on LinkedIn is one easy way to get more value from your content, as well as get built-in measurement that makes it easy to optimize its performance. This deep dive from Julia McCoy is a how-to and thorough list of best practices all in one.

Elevate B2B Marketing Podcast: Creativity & Inclusivity in B2B Marketing (TopRank Marketing): Not all marketing should be aimed at creating demand for your organization’s product or solution. Since 95% of your potential buyers are likely to be out of market at any given time, brand marketing is essential to stay top-of-mind until they’re ready to buy. LinkedIn’s Tyrona Heath shares how brands can beef up their brand-building efforts in this interview with Lee Odden.

A Marketing Calendar Template to Plan Your Content for 2023 (Search Engine Journal): Finally, here’s a holiday gift from Search Engine Journal and Brian Frederick. Each month of 2023 has its own downloadable template, with tons of holidays and other special occasions marked. Use it to spark more creative content in the year to come.

What to Watch

Stop Measuring Your Marketing Funnel Wrong

The three-stage marketing funnel is a century old, but many marketers are still using it. This quick video from Dale Pearson explores the history of the funnel, explains why it’s not a perfect match for digital marketing, and proposes smart alternatives.

What to Know

Still looking for that perfect holiday gift for the marketers in your life? Alexandra Rynne has a list of ten new books that fit the bill perfectly.

Follow the LinkedIn Collective for more insights on how to start making 2023 your biggest marketing year yet.