How to Measure B2B Marketing Effectiveness for Better Results | Pete Fairburn | EP 162
Pete Fairburn (Co-Founder, Morphsites) on how B2B marketing teams can optimize their measurement strategies for better results. Pete highlights common pitfalls to avoid, the importance of tracking the entire lead lifecycle, and how to analyze data to act on valuable insights. He also elaborates on the critical need for collaboration between marketing and sales teams, leveraging AI for task automation, and creating a continuous feedback loop to improve campaigns.