As a marketer our focus must be on what moves the needle. If this is a sale then we often assume the objective must be to create Sales Qualified Leads or purchase intent. Over decades of creating programs and figuring what makes them work, I’ve come to realize that a simple focus on the end measure, the critical KPI, is not the sure way to drive success. Ultimately, what causes the end action is how meaningful the engagement is we’ve created over time, through the journey. This is equally true in both B2C and B2B.
Great marketing impacts how our targets feel, as well as what they do.