The future of B2B measurement

The Marketing Intelligence Show

B2B measurement faces a turning point with privacy regulations due to limit access to third-party data. So, what does the future hold for B2B measurement and what can businesses do to ensure they’re meeting important KPIs?

In this episode, Kate Gleeson, Global Brand Director sits down with Emily Gustin, Senior Associate of Business Development at LinkedIn, and Supermetrics’ Director of Product Marketing, Aleksander Cardwell. They discuss the current landscape of B2B measurement, data privacy challenges, the top KPIs to watch, and managing data effectively.

Watch our SuperSummit sessions in full for more.

Learning points from the episode include:

• 00:00 – 03:41 The top changes in B2B measurement
• 03:41 – 05:53 The current landscape of B2B measurement
• 05:53 – 09:17 Which KPIs businesses are focused on
• 09:17 – 11:46 What new privacy regulations mean for measurement
• 11:46 – 13:46 Why data pipelines give businesses a competitive advantage
• 13:46 – 17:43 Advice for businesses around measurement
• 17:43 – 18:32 Why now is the time to build first-party data
• 18:32 – 19:54 Why you may need to revisit your ROI goals

Important links and mentions:
Emily Gustin / LinkedIn
Aleksander Cardwell / Supermetrics