The next wave of competitive advantage for B2B companies will come from taking swift action based on deepening customer knowledge and delivering what their customers want before their competitors do. This fundamentally changes the role of B2B marketers. They need to evolve from brand stewards, lead generation machines, and sales supporters into architects of customer engagement across the customer life cycle.
A marketing dashboard is a data-focused visualization of marketing results. Dashboards can be as flat as reporting a single metric, like number of likes for a single post, or as dynamic as comparing campaign spend across all marketing channels, brands, and regions. Marketing dashboards allow gathering of all marketing performance data into one place and transform it into actionable insights. This helps with development of a standardized framework to evaluate teams, regions brands and campaigns. Advantages also include increased transparency and accountability across internal and external teams. Benchmarking KPI’s will let companies compare their performance to the industry standard.
Connection to our projects
Frenus worked with a global IT services provider to select and benchmark critical marketing KPI’s in order to make the marketing process more transparent and efficient.