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How to Improve Marketing Performance: The A to Z Guide

June 29, 2023

Are you struggling to improve your B2B company’s marketing performance? Marketing performance is a critical metric that measures the effectiveness of your marketing activities in contributing to your B2B firm’s success, making it crucial for companies that want to stay ahead of the curve and achieve long-term success. 

In this A to Z guide, we are covering 5 essential strategies to help you improve your marketing performance. From understanding your customers’ needs to leveraging data and analytics, we are sharing actionable insights that will help optimize your marketing strategies, drive growth, and build long-term relationships with your customers. 

Quick Takeaways

  • Marketing performance measures the effectiveness of  marketing activities in contributing to revenue, market share, customer satisfaction, and profitability
  • Measuring marketing performance allows companies to make data-driven decisions, facilitate continuous improvement, align marketing efforts with business goals, and support accountability and transparency 
  • Improve your marketing performance by understanding your customers, aligning marketing and sales teams, leveraging data, focusing on thought leadership, and embracing digital marketing

Learning how to improve marketing performance allows B2B companies to optimize their marketing efforts, build credibility, attract potential customers, and stand out from the competition

What Is Marketing Performance?

Marketing performance refers to the effectiveness and efficiency with which marketing activities contribute to a B2B firm’s performance. 

In other words, marketing performance is a measure of how well a company’s marketing strategies are contributing to its overall business success. It involves evaluating the impact of marketing efforts on important business outcomes like:

  • Revenue
  • ROI
  • Market share
  • Customer satisfaction
graph shows primary B2B marketing measurements

When measuring your company’s marketing performance, it is key to consider both short-term metrics, like sales growth and leads generated, and long-term outcomes, like brand equity and customer lifetime value. This ensures that marketing efforts are aligned with your organization’s overall goals and strategies.

Why Is Marketing Performance Important?

Learning how to improve marketing performance can optimize your company’s marketing strategies, drive growth, and build long-term relationships with customers. Evaluating your company’s marketing performance is important because it helps:

  • Understand the impact of marketing activities on business outcomes. Measuring marketing performance allows companies to evaluate how effective their strategies and tactics are in contributing to the organization’s success.
  • Make data-driven decisions. By collecting and analyzing data on marketing performance, B2B companies can make informed decisions about which marketing activities to invest in and which to eliminate or modify.
  • Facilitate continuous improvement. Regularly tracking and analyzing marketing performance can help companies identify areas where they can improve and make adjustments to their marketing strategies.
  • Align marketing efforts with business goals. By measuring marketing performance against key business outcomes, companies can ensure that their marketing activities are aligned with the organization’s goals.
  • Support accountability and transparency. Measuring marketing performance allows companies to be transparent about the impact of their marketing activities and accountable to customers, investors, and employees.

In highly competitive B2B markets, marketing performance measurement is essential for companies that want to differentiate themselves from competitors and achieve long-term success.

How To Improve Marketing Performance

Here are 5 essential strategies your B2B organization needs to implement to improve marketing performance.

1. Understand Your Customers

The first step to improving your organization’s marketing performance is gaining a deep understanding of their customers’ needs, challenges, and preferences. Start by: 

  • Conducting customer research. Research should include qualitative methods, such as interviews and focus groups, as well as quantitative methods, such as surveys and data analysis.
  • Developing buyer personas. Use the insights gained from customer research to develop detailed buyer personas that represent your ideal customers. 
  • Segmenting your customer base. Segmenting your customers based on industry, company size, and buying behavior can help tailor your marketing efforts to specific customer segments and optimize your resources.
  • Mapping the customer journey. Map the customer journey to understand the various touchpoints and interactions that customers have with your company. This will help identify opportunities to improve the customer experience and build long-term relationships.
  • Engaging with customers regularly. Your organization should engage with its customers regularly to stay top-of-mind and build trust. Try personalized email marketing, social media engagement, and thought leadership content to promote engagement. 

The knowledge you gain from each strategy above can inform the development of your targeted marketing campaigns and personalized messaging that resonates with customers.

2. Align Marketing and Sales Teams

Next, it is key to ensure your marketing and sales teams are working towards common goals. Encourage collaboration between these teams by: 

  • Developing shared goals and metrics. This will help ensure that both teams are working towards common objectives, ultimately improving collaboration and communication.
  • Implementing a lead management process. Outline how leads will be generated, qualified, and passed from marketing to sales. This will help improve lead quality, increase conversion rates, and reduce the time it takes to close deals.
  • Creating shared content. Shared content, like case studies and product demos, allows marketing and sales teams to present consistent messages to customers, ultimately improving the customer experience.
  • Using customer data to inform sales and marketing strategies. Use customer data, like buying behavior and customer feedback, to inform strategies and improve effectiveness of marketing campaigns and sales efforts.
  • Holding regular meetings and communication. Regular meetings and effective communication will help ensure that both teams are aligned, ultimately helping to identify and address any issues or challenges in the sales process.

These tactics work together to help B2B businesses streamline the sales process, enhance lead quality, and increase conversion rates.

3. Leverage Data and Analytics

Collecting and analyzing data on marketing performance will help your organization identify areas for improvement and optimize its marketing strategies. 

  • Implement marketing automation. B2B companies can use marketing automation tools to streamline marketing processes, like lead nurturing and email marketing. This can help improve efficiency and reduce the time it takes to convert leads into customers.
  • Use predictive analytics. You can also use predictive analytics to identify patterns in customer behavior and anticipate customer needs. This will help develop targeted marketing campaigns and sales strategies that are likely to resonate with your audience. 
  • Use data visualization. Data visualization tools, like dashboards and reports, can help make data more accessible and actionable, ultimately allowing teams to identify trends and patterns more quickly and make informed decisions.

Leveraging data and analytics enables data-driven decision-making, ultimately helping B2B companies to effectively allocate their marketing resources and generate better ROI.

4. Focus on Thought Leadership

Focusing on thought leadership is a powerful way for B2B companies to improve their marketing performance. Start by:

  • Developing a content marketing strategy. B2B companies should develop a content marketing strategy that includes the creation of high-quality content (whitepapers, webinars, blog posts, etc). This content should provide valuable insights and expertise to customers and prospects, and can be easily outsourced if your in-house team doesn’t have the capacity to consistently create content.
  • Leveraging industry events and speaking opportunities. B2B companies can establish themselves as thought leaders by participating in industry events and speaking opportunities. This can help build credibility and visibility within the industry and attract potential customers.
  • Collaborating with industry experts. B2B companies can collaborate with industry experts to develop thought leadership content and co-present at events. This helps add credibility and depth to the company’s content and attract a wider audience.
  • Focusing on customer education. B2B companies should focus on educating customers about industry trends, best practices, and new technologies. This allows B2B organizations to position themselves as trusted advisors to customers and differentiate their company from competitors.

5. Embrace Digital Marketing

Maximizing your company’s marketing performance means embracing digital marketing channels, like social media, email marketing, and content marketing, to reach and engage potential customers. More specifically:

  • Optimize your website for lead generation. Create clear calls-to-action, use forms to capture contact information, and publish valuable content to generate qualified leads. 
  • Use social media to engage with customers. Use social media to engage with customers, share thought leadership content, and build brand awareness
  • Leverage email marketing. About 90% of professional marketers believe personalization is the future, and email marketing is one of the best ways to consistently send personalized messages to your audience. Send emails based on customer preferences, and share valuable content like webinars and product demos. This allows your organization to nurture leads and keep customers engaged.
  • Create content for different stages of the customer journey. B2B companies should tailor their content to the different stages of the customer journey, focusing on lead generation, lead nurturing, and customer retention.

This way, your organization can target specific audiences and track the performance of your campaigns more effectively.

Improve Your Marketing Performance Today

When your B2B organization learns how to improve marketing performance, your team can implement effective strategies that differentiates itself from competitors, drives growth, and builds long-term relationships with customers.

Looking for more expert advice on how to improve your B2B marketing performance? Ask about how an ISBM Membership can help your company grow now, or visit ISBM today to learn more!

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