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For B2B Brands, The Biggest Challenge Can Be Knowing What to Measure

For B2B Brands, The Biggest Challenge Can Be Knowing What to Measure

B2B companies are confronted with a number of marketing challenges, some of which are rooted in some widely-held misconceptions. For example, many people assume that the B2B marketplace is a dispassionate place, where buying decisions are made on a strictly logical basis. Yet research from Ipsos reveals that many B2B buyers rely on emotion and intuition when making business decisions – 58% report that they’re either strongly or somewhat motivated by their ‘gut feeling’ when choosing vendors.

If you’re trying to build your company by selling to these B2B buyers, what does this information mean to you? It may mean that you’ll want to rethink your customer journey, paying particular attention to those points of engagement that are the most conducive to creating positive associations – the marketing term for the ‘gut feeling’ a prospect has when they think about your brand.

Delving into Data for B2B Customer Insights

If you have good data capture systems in place, it should be relatively easy to tell which of your marketing initiatives have good traction. You can look at the number of white papers downloaded, for example, or webinar attendees, or see how many people watched a product video on your website.

But are these measures truly indicative of how your prospective customers feel about you? All of our examples document the part of the process any reasonably responsible B2B buyer will go through as they research their options. But these aren’t necessarily the factors that ultimately result in the ‘gut feeling’ that determines whether or not they want to do business with you.

What does turn out to be meaningful, according to research done by SUMO Heavy, a digital commerce strategy firm, is social media engagement. 58% of survey participants reported that social media has influenced their decisions in the past, even if the product or service purchased was not initially discovered on social media.

Ideally, the way for B2B brands to better understand their customers and boost sales is to consider both sets of data – the social media metrics relevant to meaningful engagement, and the website analytics detailing customer behavior – as a linked set, with the goal of seeing what patterns of engagement exist on both platforms. Having the totality of your data working for you is essential for B2B business growth in 2019.


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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office