Measurement "allows B2Bs to actually understand the journey and if the audience is taking actions after interacting with your content," said Spencer Smith, head of product marketing at Liveramp B2B, an identity resolution and data provider.
Marketers should look for signals: Did a lot of people from one company register for a webinar? Was there an influx of traffic to a specific asset that resulted in inquiries? Did a certain piece of content net a significant number of demos?
"Most B2B marketers only think about leading measures, which just show initial engagement and impact," said Jillian Ryan, principal analyst at eMarketer. "While that is important, B2Bs must consider the lagging metrics of their content-driven marketing to understand how content drives audience behavior across the customer journey."