#244: How to Optimise and Measure your B2B Marketing (Be Better - Stage 4 of the 5 BEs Framework)

In this video, Kevin and I break down Be Better, the fourth step of our 5Bs go-to-market framework, covering why the MQL is broken, how to measure what actually matters with leading and lagging metrics, and how to build marketing's credibility inside your business. We cover: → Why the MQL is outdated and how chasing it misaligns sales and marketing → The lagging metrics that show real outcomes: pipeline influence, revenue, deal velocity → The leading metrics that signal you are moving in the right direction → Why attribution is helpful but should never be treated as gospel → The "how did you hear about us" trick for uncovering dark social and hidden content impact → How to build marketing's credibility internally by tying activity to business goals → What good reporting for leadership actually looks like If you are a B2B marketer stuck chasing MQLs and struggling to prove your impact to leadership, this episode is for you. Tune in and learn: → Why quality engagement beats arbitrary lead scores and lead volume → How to align leading and lagging metrics to your funnel and stage of growth → Why you should be data informed, not just data driven → How to get leadership to change their beliefs using real customer stories → How to become a strategic advisor internally, not just the person dumping data into a report \----------------------------------------------------- 🔗 Links + CTAs \----------------------------------------------------- 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-gen... 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-a... \----------------------------------------------------- SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter GET the latest CONTENT: https://theb2bplaybook.com/ \----------------------------------------------------- Timestamps: 0:00 Intro and the Be Better framework 0:50 What Be Better focuses on 1:35 The death of the MQL 3:40 Leading vs lagging metrics 6:20 Qualitative signals from your sales team 7:00 Avoiding the attribution trap 9:00 Be data informed, not data driven 10:30 Building marketing credibility internally 12:45 Getting leadership buy-in 14:20 What good reporting for leadership looks like 15:55 Key takeaways and recap S08 E244 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth