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Turn great B2B marketing metrics into great customers

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in The Integrated Marketer

“The customers you select are the company you become.” Reaffirming this B2B mantra, Ralph Oliva, executive director of Penn State’s Institute for the Study of Business Markets says it has never been more important for companies to make sure they’re working with the right customers.  But how do you do that?


In his address at the annual Business Marketing Association conference, Oliva said improving analytics is the way to determine who your great customers are.


Okay.  But what analytics should you use?


It’s not always easy to know. For example, in building a new marketing plan for a client, I asked about the results of an email campaign. The client gave me detailed analytics on delivery, opens, clicks, bounces and unsubscribes yet I still didn’t know whether the campaign had produced results — or great customers. Neither did my client.


With so many marketing metrics now available, you’d think it would be sim...(register to read more)

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