The Value of the Unmeasurable: Why Over-Reliance on KPIs Stunts Creativity

In the world of B2B sales and marketing, the struggle often comes down to two key factors: KPIs and attribution. While these metrics are critical for measuring success, they can also be limiting if not properly managed. In fact, an over-reliance on attribution can create a set of handcuffs that stunts creativity and makes it difficult to move beyond direct response lead generation.

So, how can you break free from these handcuffs and unleash your creativity? Here are some actionable tips to get you started:

Understanding the Handcuffs of Attribution

Attribution is the process of assigning credit to the various touchpoints in a customer journey that led to a conversion. In B2B marketing, attribution is crucial for tracking and measuring the success of campaigns, but it can also be a double-edged sword.

One of the biggest problems with attribution is that it often focuses on short-term, direct-response metrics like clicks and form fills. This creates a narrow focus on lead generation that ignores the bigger picture of long-term relationship building and brand awareness.

Additionally, attribution can lead to siloed thinking and discourage experimentation. When you're focused on hitting specific metrics, you're less likely to take risks and try new things that could ultimately benefit your business in the long run.

Breaking Free from Attribution Handcuffs

The first step to breaking free from the handcuffs of attribution is to shift your mindset. Instead of focusing solely on short-term metrics, try to think more holistically about your marketing strategy. Consider the long-term impact of your campaigns and how they contribute to your overall brand awareness and reputation.

Another key to unlocking creativity is to encourage collaboration between sales and marketing teams. Instead of operating in silos, these teams should work together to develop campaigns and strategies that align with broader business goals. This can help break down the walls between departments and foster a culture of experimentation and innovation.

And, don't be afraid to take risks and try new things. This doesn't mean throwing caution to the wind, but rather embracing a mindset of experimentation and continuous improvement. Test new channels, messaging, and creative approaches to see what works and what doesn't, and be willing to pivot and adjust your strategy based on what you learn.

Focusing on the Right Metrics

The key to overcoming the issues with KPIs and attribution is to focus on the right metrics. Instead of solely relying on lead generation and direct response, B2B companies should broaden their metrics to include brand awareness, customer satisfaction, and long-term customer value.

By expanding the metrics, B2B companies can break free from the handcuffs of attribution and start measuring the true impact of their sales and marketing efforts. This allows companies to create a more holistic view of their customer journey and make informed decisions about their sales and marketing strategies.

Understanding the Customer Journey

To broaden the metrics, B2B companies need to understand the entire customer journey. This includes not only the initial touchpoints but also the ongoing customer experience, such as customer service, support, and product usage.

By mapping out the customer journey and identifying the various touchpoints, B2B companies can better understand how their customers interact with their brand and identify areas where they can improve the customer experience. This can lead to increased customer satisfaction and long-term customer value.

Investing in Customer Experience

Investing in customer experience is essential for B2B companies looking to improve their metrics beyond just lead generation and direct response. By providing a seamless customer experience, B2B companies can build long-term relationships with their customers and increase customer loyalty.

Investing in customer experience can take many forms, such as improving customer service, providing proactive support, and creating customer-centric product designs. By focusing on the customer and investing in their experience, B2B companies can differentiate themselves from the competition and create a loyal customer base.

Tips for Implementing a Creative B2B Marketing Strategy

Now that you understand the limitations of attribution and how to break free from them, here are some tips for implementing a more creative B2B marketing strategy:

• Focus on building relationships: Instead of just focusing on lead generation, think about how you can build long-term relationships with your customers and prospects. This might involve creating thought leadership content, hosting events, or providing personalized experiences that go beyond just a sales pitch.
• Experiment with new channels: Don't be afraid to try new channels or tactics to reach your audience. This might include social media, influencer marketing, or even unconventional approaches like guerrilla marketing.
• Embrace storytelling: Storytelling is a powerful way to connect with your audience and differentiate your brand. Use narrative techniques to craft compelling stories that resonate with your target audience.
• Invest in creativity: Whether it's hiring a creative agency or investing in new tools and technologies, don't be afraid to invest in creativity. This can pay off in the long run by helping you stand out in a crowded market and build a stronger brand identity.

Questions to consider:

• How can B2B companies measure the impact of brand awareness and customer satisfaction?
• What are some creative ways B2B companies can invest in customer experience?
• How can B2B companies differentiate themselves from the competition beyond just lead generation and direct response?

Key takeaways:

1. Focus on the right KPIs:
   • Identify the key metrics that matter to your business, such as revenue, customer acquisition cost, lifetime value of a customer, and conversion rates.
   • Make sure these metrics are aligned with your business goals and objectives. For example, if your goal is to increase revenue, your KPIs should reflect that.
   • Prioritize the KPIs that have the most impact on your business, and track them consistently over time.
2. Use attribution models wisely:
   • Attribution models can be useful for measuring success, but they can also be limiting if not used properly.
   • Be aware of the limitations of the attribution models you're using. For example, last-click attribution can over-emphasize the role of the final touchpoint in a customer's journey, while first-click attribution can over-emphasize the role of the initial touchpoint.
   • Use attribution models in combination with other methods of measuring success, such as customer surveys, to get a more complete picture of how your marketing efforts are impacting your business.
3. Look beyond direct response lead generation:
   • While direct response lead generation can be effective, it's important to explore other tactics that can help you build brand awareness and engage with your audience.
   • Consider tactics such as content marketing, social media marketing, and influencer marketing to reach your audience in new and different ways.
   • Be creative in how you approach your marketing efforts. Don't be afraid to try new tactics or experiment with different strategies.
4. Be creative:
   • Creativity is key to standing out in a crowded B2B market.
   • Think outside the box and come up with creative ways to engage with your audience.
   • Experiment with new tactics and be willing to take risks.
   • Don't be afraid to inject some personality and humor into your marketing efforts to make them more memorable and engaging.