--- title: One Red Bird's B2B Marketing Blog | b2b (2) description: b2b | Improve your business customer retention acquisition growth for better business results using customer marketing strategy. (2) --- [![one-red-bird-logo-update-may-2016](https://www.oneredbird.ca/hs-fs/hubfs/one-red-bird-logo-update-may-2016.png?width=212&name=one-red-bird-logo-update-may-2016.png "one-red-bird-logo-update-may-2016")](https://www.oneredbird.ca/) - [About Us](https://www.oneredbird.ca/about-us-marketing-support-lead-generation/) - [Services](https://www.oneredbird.ca/marketing-services-what-we-do) - [Resource Centre](https://www.oneredbird.ca/resource-centre) - [Blog](https://www.oneredbird.ca/blog) - [Contact](https://www.oneredbird.ca/contact) [![](https://www.oneredbird.ca/hs-fs/file-13512357-gif/images/marketing-measurement-sage-resized-600.gif)](https://www.oneredbird.ca/blog/bid/46090/Marketing-measurement-isn-t-a-dark-art-practiced-by-sages) ## [Marketing measurement isn't a dark art practiced by sages.](https://www.oneredbird.ca/blog/bid/46090/Marketing-measurement-isn-t-a-dark-art-practiced-by-sages) Marketing measurement is often regarded as a bit of a dark art. So either it is ignored as the domain of sages or obsessed over. Marketing has to be measured otherwise your campaigns are just guesses and your marketing plans are just hypothesis. Eventually you need to prove what you are doing works. **The secret is to find a balance.**   The trick to finding a balance is set an objective for each marketing activitity and to see if it meets it. Your objectives need to be SMART (Specific, Measurable, Achievable, Realistic, Time Bound) but they can be simple. Take for instance adding an ebook download to your website. As much you might like to develop a perfect metric for precisely quantifying return on investment, it isn't likely to happen. Instead focus on how many leads it generates (in this case assume a lead as everyone who provides an email address) or how many existing leads it drives back to your website.   **Remember the cost of measuring something should never outweigh the value of doing so**.   Here are a couple of questions to ask yourself when planning your marketing measurement: - Does what we attempting to meaure and the way we are doing it feel practical? - Are we learning things that will allow us to make better marketing decisions? - Is our measurement process simple and consistent? Trends in numbers are often as important as the numbers themselves so use trends to learn from your efforts to constantly improve your effectiveness. Soon you will be regarded as one of the sages of marketing measurement’s dark art. ``` This article is an excerpt from the eBook, The Seven Deadly Sins of B2B Marketing - One Red Bird's Guide to Identifying the Mistakes that are Costing You Money. Download the entire eBook. ``` [![Click me](https://no-cache.hubspot.com/cta/default/25091/78a539c4-b411-4e17-9931-0f33e1bf7a27.png)](https://cta-redirect.hubspot.com/cta/redirect/25091/78a539c4-b411-4e17-9931-0f33e1bf7a27) ```   ``` [Read More](https://www.oneredbird.ca/blog/bid/46090/Marketing-measurement-isn-t-a-dark-art-practiced-by-sages) 0 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/bid/46090/Marketing-measurement-isn-t-a-dark-art-practiced-by-sages#comments-listing) Topics: [b2b](https://www.oneredbird.ca/blog/topic/b2b), [marketing](https://www.oneredbird.ca/blog/topic/marketing), [strategy](https://www.oneredbird.ca/blog/topic/strategy), [measurement](https://www.oneredbird.ca/blog/topic/measurement) [![](https://www.oneredbird.ca/hs-fs/file-13512361-jpg/images/need-customer-persona-resized-600.jpg)](https://www.oneredbird.ca/blog/bid/44236/Developing-B2B-buyer-personas-why-you-need-them-a-little-how-to) ## [Developing B2B buyer personas - why you need them + a little how to.](https://www.oneredbird.ca/blog/bid/44236/Developing-B2B-buyer-personas-why-you-need-them-a-little-how-to) I am reviewing some buyer personas with a client later this week and so I thought it would be a good opportunity for a persona blog post. [Read More](https://www.oneredbird.ca/blog/bid/44236/Developing-B2B-buyer-personas-why-you-need-them-a-little-how-to) 3 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/bid/44236/Developing-B2B-buyer-personas-why-you-need-them-a-little-how-to#comments-listing) Topics: [b2b](https://www.oneredbird.ca/blog/topic/b2b), [content](https://www.oneredbird.ca/blog/topic/content), [marketing](https://www.oneredbird.ca/blog/topic/marketing), [buyer persona](https://www.oneredbird.ca/blog/topic/buyer-persona), [customer engagement](https://www.oneredbird.ca/blog/topic/customer-engagement) [![](https://www.oneredbird.ca/hs-fs/file-13512254-jpg/images/free-e-book-b2b-marketing-resized-600.jpg)](https://www.oneredbird.ca/blog/bid/43379/Do-you-see-your-marketing-the-way-your-customer-sees-it) ## [Do you see your marketing the way your customer sees it?](https://www.oneredbird.ca/blog/bid/43379/Do-you-see-your-marketing-the-way-your-customer-sees-it) Take a look at your marketing and ask yourself – is it telling prospects about your products and services or is it solving their problems? [Read More](https://www.oneredbird.ca/blog/bid/43379/Do-you-see-your-marketing-the-way-your-customer-sees-it) 0 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/bid/43379/Do-you-see-your-marketing-the-way-your-customer-sees-it#comments-listing) Topics: [b2b](https://www.oneredbird.ca/blog/topic/b2b), [content](https://www.oneredbird.ca/blog/topic/content), [marketing](https://www.oneredbird.ca/blog/topic/marketing), [strategy](https://www.oneredbird.ca/blog/topic/strategy) [![](https://www.oneredbird.ca/hs-fs/file-13512485-jpg/images/social-media-marketing-not-quite-ready.jpg)](https://www.oneredbird.ca/blog/bid/41058/Everyone-doing-social-media-marketing-except-you-Its-ok) ## [Everyone doing social media marketing except you. Its ok.](https://www.oneredbird.ca/blog/bid/41058/Everyone-doing-social-media-marketing-except-you-Its-ok) So you're thinking - everybody is on social media. All you hear about is your competitor's Facebook page and your sales manager is raving about Twitter. You can't swing a proverbial dead cat without running into a guru or expert who wants you to take your business social. [Read More](https://www.oneredbird.ca/blog/bid/41058/Everyone-doing-social-media-marketing-except-you-Its-ok) 0 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/bid/41058/Everyone-doing-social-media-marketing-except-you-Its-ok#comments-listing) Topics: [b2b](https://www.oneredbird.ca/blog/topic/b2b), [marketing](https://www.oneredbird.ca/blog/topic/marketing), [social media](https://www.oneredbird.ca/blog/topic/social-media) [![](https://www.oneredbird.ca/hs-fs/file-13512148-jpg/images/cracking-smb-marketing-code-resized-600.jpg)](https://www.oneredbird.ca/blog/bid/39725/Cracking-the-code-on-SMB-B2B-lead-generation) ## [Cracking the code on SMB B2B lead generation.](https://www.oneredbird.ca/blog/bid/39725/Cracking-the-code-on-SMB-B2B-lead-generation) With some 2 million Canadian small and medium B2Bs and another 20 million or so in the US the lure for marketers is great. Despite the numbers though, cracking the SMB2B (yes I made this up, no I won't use it again) lead generation code is tough sledding. Even other SMBs have trouble creating engagement with their brethren. [Read More](https://www.oneredbird.ca/blog/bid/39725/Cracking-the-code-on-SMB-B2B-lead-generation) 2 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/bid/39725/Cracking-the-code-on-SMB-B2B-lead-generation#comments-listing) Topics: [b2b](https://www.oneredbird.ca/blog/topic/b2b), [tips](https://www.oneredbird.ca/blog/topic/tips), [marketing](https://www.oneredbird.ca/blog/topic/marketing) [![](https://www.oneredbird.ca/hs-fs/file-13512469-jpg/images/search-b2b-lead-generation-resized-600.jpg)](https://www.oneredbird.ca/blog/bid/38167/Are-B2B-business-owners-underestimating-the-impact-of-search-for-lead-generation) ## [Are B2B business owners underestimating the impact of search for lead generation?](https://www.oneredbird.ca/blog/bid/38167/Are-B2B-business-owners-underestimating-the-impact-of-search-for-lead-generation) 8CV6JZNM2WXT I sometimes forget that the basics of internet marketing aren't always common knowledge to business owners. This came into especially sharp focus this week in separate conversations I had with 2 entrepreneurs about search. [Read More](https://www.oneredbird.ca/blog/bid/38167/Are-B2B-business-owners-underestimating-the-impact-of-search-for-lead-generation) 0 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/bid/38167/Are-B2B-business-owners-underestimating-the-impact-of-search-for-lead-generation#comments-listing) Topics: [b2b](https://www.oneredbird.ca/blog/topic/b2b), [search](https://www.oneredbird.ca/blog/topic/search) ## [Is your B2B marketing content merely interesting or truly engaging?](https://www.oneredbird.ca/blog/bid/36206/Is-your-B2B-marketing-content-merely-interesting-or-truly-engaging) I recently met with a business owner for drinks. Inevitably the conversation turned to his business and his lead generation and marketing efforts. He clearly understood his customers and was puzzled why none of his efforts seemed to be working. [Read More](https://www.oneredbird.ca/blog/bid/36206/Is-your-B2B-marketing-content-merely-interesting-or-truly-engaging) 0 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/bid/36206/Is-your-B2B-marketing-content-merely-interesting-or-truly-engaging#comments-listing) Topics: [b2b](https://www.oneredbird.ca/blog/topic/b2b), [customer engagement](https://www.oneredbird.ca/blog/topic/customer-engagement), [messaging](https://www.oneredbird.ca/blog/topic/messaging) [![](https://www.oneredbird.ca/hs-fs/file-13512415-jpg/images/pain_killer.jpg)](https://www.oneredbird.ca/blog/bid/22618/Marketing-Content-Get-the-medicine-that-works) ## [Marketing Content - Get the medicine that works.](https://www.oneredbird.ca/blog/bid/22618/Marketing-Content-Get-the-medicine-that-works) Ok you probably can't get a Lakota product for your marketing content pain. [Read More](https://www.oneredbird.ca/blog/bid/22618/Marketing-Content-Get-the-medicine-that-works) 0 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/bid/22618/Marketing-Content-Get-the-medicine-that-works#comments-listing) Topics: [b2b](https://www.oneredbird.ca/blog/topic/b2b), [content](https://www.oneredbird.ca/blog/topic/content), [tips](https://www.oneredbird.ca/blog/topic/tips), [marketing](https://www.oneredbird.ca/blog/topic/marketing), [examples](https://www.oneredbird.ca/blog/topic/examples) [Previous](https://www.oneredbird.ca/blog/topic/b2b/page/1) [All posts](https://www.oneredbird.ca/blog/all) ## About this Blog The One Red Bird blog aims to be varied, educational and above all else enteraining. We cover B2B marketing, technology, and whatever else grabs our attention. ### Subscribe ### Recent Posts ### Posts by Topic - [b2b (18)](https://www.oneredbird.ca/blog/topic/b2b) - [marketing (17)](https://www.oneredbird.ca/blog/topic/marketing) - [marketing automation (16)](https://www.oneredbird.ca/blog/topic/marketing-automation) - [strategy (16)](https://www.oneredbird.ca/blog/topic/strategy) - [content (11)](https://www.oneredbird.ca/blog/topic/content) - [lead nurturing (11)](https://www.oneredbird.ca/blog/topic/lead-nurturing) - [marketing content (11)](https://www.oneredbird.ca/blog/topic/marketing-content) - [customer engagement (9)](https://www.oneredbird.ca/blog/topic/customer-engagement) - [sales and marketing alignment (9)](https://www.oneredbird.ca/blog/topic/sales-and-marketing-alignment) - [leads (8)](https://www.oneredbird.ca/blog/topic/leads) - [tips (8)](https://www.oneredbird.ca/blog/topic/tips) - [b2b marketing (6)](https://www.oneredbird.ca/blog/topic/b2b-marketing) - [inbound marketing (6)](https://www.oneredbird.ca/blog/topic/inbound-marketing) - [social media (6)](https://www.oneredbird.ca/blog/topic/social-media) - [buyer persona (4)](https://www.oneredbird.ca/blog/topic/buyer-persona) - [customer loyalty (4)](https://www.oneredbird.ca/blog/topic/customer-loyalty) - [lead scoring (4)](https://www.oneredbird.ca/blog/topic/lead-scoring) - [marketing technology (4)](https://www.oneredbird.ca/blog/topic/marketing-technology) - [measurement (4)](https://www.oneredbird.ca/blog/topic/measurement) - [messaging (4)](https://www.oneredbird.ca/blog/topic/messaging) - [sales funnel (4)](https://www.oneredbird.ca/blog/topic/sales-funnel) - [SEO (3)](https://www.oneredbird.ca/blog/topic/seo) - [customer personas (3)](https://www.oneredbird.ca/blog/topic/customer-personas) - [email marketing (3)](https://www.oneredbird.ca/blog/topic/email-marketing) - [lead generation (3)](https://www.oneredbird.ca/blog/topic/lead-generation) - [search (2)](https://www.oneredbird.ca/blog/topic/search) - [videos (2)](https://www.oneredbird.ca/blog/topic/videos) - [examples (1)](https://www.oneredbird.ca/blog/topic/examples) - [list rental (1)](https://www.oneredbird.ca/blog/topic/list-rental) - [recession marketing (1)](https://www.oneredbird.ca/blog/topic/recession-marketing) - [sales (1)](https://www.oneredbird.ca/blog/topic/sales) see all [Work With Us](https://www.oneredbird.ca/contact) [info@oneredbird.ca](mailto:info@oneredbird.ca) [Privacy Policy](https://www.oneredbird.ca/privacy) - [![twitter logo](https://cdn2.hubspot.net/hubfs/245203/Twitter-footer.png)](https://twitter.com/oneredbirdmkt) - [![linkedin logo](https://cdn2.hubspot.net/hubfs/245203/Linkedin-footer.png)](http://www.linkedin.com/company/one-red-bird-marketing-inc.)