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1. GET IN TOUCH → B2B marketing reporting: How to WOW your leadership team HOLLY LOCASTRO - FEBRUARY 7, 2025 protected by reCAPTCHA - Privacy - Terms In the ever-changing world of B2B marketing, reporting is essential for making informed decisions and driving strategic success. This guide will walk you through the key elements of B2B marketing reporting and offer practical tips, tools, and frameworks to turn your data into a powerful resource for business growth. It starts back at the beginning of your marketing strategy, in the

2. planning phase. Why B2B Marketing Reporting Matters B2B marketing reporting goes beyond simply tracking metrics—it's about telling a story with your data. By analysing your numbers effectively, businesses can uncover trends, assess return on investment (ROI), and ?ne-tune strategies to meet broader business goals.  Accurate reporting links marketing activities to real-world outcomes, allowing marketing teams to justify budgets, showcase their value, and optimise campaigns. Building a Structured Reporting Framework A clear, structured approach to reporting ensures consistency and clarity. Here’s how to create a solid reporting system: De?ne Your Objectives Align reporting goals with business priorities. Start by de?ning what you aim to achieve through reporting, whether it's tracking lead generation, improving ROI, or understanding customer behaviour. Your objectives should directly support your company’s broader business goals, ensuring your reports provide meaningful insights. A simple tip: During the planning phase, schedule two meetings with your leadership team. In the ?rst meeting, ask: → What are the business goals? (Get speci?c numbers here!) After processing the feedback, reconvene a day or so later to discuss: → How will marketing contribute to these goals? → Which marketing metrics will best support these business objectives? Select KPIs Focus on metrics that re?ect strategic objectives. Choose key performance indicators (KPIs) that align with your business goals. For example, if your aim is to improve customer retention, metrics like churn rate and lifetime value (LTV) are more important than general website tra?c.

3. Insight Alert What are the business goals? (Make sure you get the speci?c numbers!) Take some time to digest this and come together again in a day or so. Now you can discuss these points: Curiosity Corner How/where is marketing going to contribute to this? What are the marketing metrics that will support the business metrics? Gather Data Use automation to collect consistent and accurate information. Consolidate data from CRM systems, analytics tools, and marketing platforms. Accuracy is key, so ensure the data is clean and free from errors before analysis. Visualise Data Make data accessible with visuals like charts and graphs. Visuals such as bar charts, line graphs, and pie charts help make complex data more digestible. Tools like Tableau and Power BI make this process easier, turning raw data into actionable insights. Review and Re?ne Regularly assess and improve your reporting approach. Consistently review your reports to identify areas for improvement. Collect feedback from stakeholders, and make adjustments to ensure your reports stay aligned with evolving business goals. After each reporting session, take time to re?ect and improve. Ask yourself: → Are you focusing on the right metrics? → How can you improve the process? → Are you telling a compelling story with your data? → Are you being clear and concise? Key Metrics to Include in

4. Your B2B Marketing Reports Effective reports are both informative and actionable. Here are some key metrics to track: 1. Lead Generation Metrics → Lead Volume: The total number of leads generated. → Lead Source: Where the leads came from (e.g., ads, social media, or referrals). → Lead Quality: Assessment of lead quality, such as marketing- quali?ed leads (MQLs) and sales-quali?ed leads (SQLs). 2. Conversion Metrics → Conversion Rates: Track success across various stages (e.g., lead to customer). → MQL to SQL Conversion Rate: How many marketing-quali?ed leads become sales-quali?ed leads. → Opportunity Win Rate: The ratio of closed deals to total opportunities. → Sales Cycle Length: How long it takes to close a deal. 3. Revenue Metrics → Revenue per Campaign: How much money each campaign made → Pipeline Contribution: How much of the sales pipeline was in?uenced by marketing. → Revenue Growth Rate: How fast your revenue is growing because of marketing. 4. Customer Acquisition Metrics → Customer Acquisition Cost (CAC): How much it costs to get a new customer. → Lifetime Value (LTV): How much a customer is worth over time. 5. Engagement Metrics → Website Tra?c: How many people visited your site. → Email Open Rates: How many people opened your emails. → Social Media Interactions: How many likes, shares, and comments you got on social media.

5. 6. Account-Based Marketing (ABM) Metrics → Target Account Engagement: Interaction from key accounts. → Account Penetration Rate: Percentage of key accounts engaging with your content. → Deal Size per Account: Average deal value from targeted accounts. 7. Content Performance Metrics → Content Downloads: How many people downloaded your content (like eBooks). → Blog Engagement: How many people read and shared your blog posts. → Video Completion Rate: How many people watched your videos all the way through. 8. Channel-Speci?c Metrics → Paid Search ROI: How much money you made from paid search ads. → Email Campaign Metrics: Open rates, click-through rates, and unsubscribes. → Social Media Engagement: Follower growth, shares, and comments across your social media posts. 9. Customer Retention Metrics → Customer Retention Rate: How many customers you kept over time. → Net Promoter Score (NPS):How happy your customers are and how likely they are to recommend you.. → Churn Rate: How many customers lost in a given period. 10. Website Performance Metrics → Bounce Rate: How many people left your site without doing anything. → Session Duration: How long people stayed on your site. → Landing Page Conversion: How well your landing pages are turning visitors into leads. Tracking these metrics provides a well-rounded view of your

6. marketing performance, helping you re?ne strategies and demonstrate the value of your marketing efforts. Overcoming Common Reporting Challenges Reporting isn’t always easy, and many businesses struggle with the same key issues. Here’s how to tackle them: 1. Data Silos Integrate platforms to unify reporting. Overcome data silos by integrating tools like your CRM and marketing platforms into a centralised dashboard for a uni?ed view of performance. 2. Inconsistent Metrics Standardise de?nitions across teams. Ensure all teams are using the same de?nitions for key metrics to avoid discrepancies and confusion. 3. Time Constraints Automate repetitive tasks. Use automation tools like HubSpot and Power BI to streamline data collection and reporting, saving time and reducing errors. Tools to Help with B2B Marketing Reporting Having the right tools makes tracking and analysing data easier. Depending on your needs, these can help: → Google Analytics: For web and tra?c insights. → HubSpot: Comprehensive CRM and marketing analytics. → Tableau: Advanced data visualisation for deep insights. → Power BI: Robust analytics for large enterprises. → SEMrush: SEO reporting to track search visibility. → Looker Studio: A free tool from Google for creating interactive, custom reports. Best Practices for B2B Marketing Reporting Mastering B2B marketing reporting isn't just about collecting data—it's about transforming that data into actionable insights that drive

7. meaningful results. Adopting proven best practices will help you sharpen your strategies and maximise the value of your marketing efforts. Consistency is Essential: Report regularly, whether it’s weekly, monthly, or quarterly. One of the foundational principles of effective marketing reporting is consistency. Whether you're reporting weekly, monthly, or quarterly, having a structured and regular reporting schedule is key to tracking your progress. It allows you to spot trends, measure strategy performance, and make data-driven decisions.  Regular reporting also helps stakeholders stay informed, fostering a proactive approach to adjusting tactics and achieving goals. It ensures that your marketing efforts remain aligned with business objectives over time. Transparency Builds Trust: Share both your wins and the challenges you face. Transparency is crucial for fostering collaboration and trust within your organisation. Sharing not only the wins but also the challenges builds credibility and aligns everyone—from marketing teams to senior leadership—around the data.  When stakeholders have a clear, honest view of the performance metrics, they are more likely to engage with and support the strategic direction. This openness strengthens team dynamics and ensures that everyone is on the same page, working towards shared business goals. Actionable Insights Drive Change:  Don’t just report the numbers— give advice on what to do next. A report's true value lies in its ability to drive action. While presenting data is important, it's the insights and recommendations that matter most. Instead of simply pointing out trends, provide clear, actionable steps that can improve performance. For instance, if you're seeing a dip in conversion rates, you might suggest optimising landing pages, adjusting targeting criteria, or re?ning messaging.  These actionable insights not only make your reports more impactful but also demonstrate the tangible value of your marketing efforts. By focusing on solutions, you turn data into a strategic asset that propels your business forward. Future Trends in B2B Marketing Reporting Advancements in technology, particularly in AI-driven analytics, real- time data tracking, and predictive insights, are set to transform the future of B2B marketing reporting. AI-Powered Tools

8. AI is already transforming the way marketers process data. These advanced tools can uncover hidden patterns and trends that were once too di?cult to detect. But it doesn’t stop there—AI doesn’t just analyse past performance, it predicts future shifts, giving businesses the edge to stay ahead of the competition. Real-Time Tracking Imagine being able to monitor your campaigns in real-time. With real- time tracking, you’ll have the ?exibility to adjust campaigns on the spot —whether it’s reallocating budgets, tweaking targeting, or re?ning creatives. This gives you the power to seize new opportunities or tackle challenges as they arise, maximising ROI on the ?y. Predictive Analytics Predictive analytics is the future of decision-making. By using machine learning and historical data, these tools can forecast customer behaviour, pinpoint high-value prospects, and suggest the most effective channels and strategies. This proactive approach ensures that marketers are always ahead of the curve, making con?dent, data-driven decisions that propel business growth. In Conclusion The future of B2B marketing reporting lies in leveraging the right tools and strategies. By embracing AI, real-time tracking, and predictive analytics, businesses can ?ne-tune their marketing efforts, drive growth, and prove the value of their strategies. The key to success? Smart, data-driven decisions that keep you one step ahead in the fast- paced marketing world. Want the exact marketing reporting dashboard used by marketing agencies? Head to the DIY Marketing Project. We have stacks of templates, dashboards and walkthroughs you can download and use to create better reports and amazingly effective marketing. Let's talk! Already know what you need? Or just want to kick things off with some advice? Schedule a free video consultation with TMP founder, Holly. BOOK A MEETING → B2B Marketing that works Book a call → Contact us → We work with clients all over Australia

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