#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leading and lagging metrics, and how to build marketing's credibility inside your business.We cover:→ Why the MQL is outdated and how chasing it misaligns sales and marketing→ The lagging metrics that show real outcomes: pipeline influence, revenue, deal velocity→ The leading metrics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 likeIf 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/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:0:00 Intro and the Be Better framework0:50 What Be Better focuses on1:35 The death of the MQL3:40 Leading vs lagging metrics6:20 Qualitative signals from your sales team7:00 Avoiding the attribution trap9:00 Be data informed, not data driven10:30 Building marketing credibility internally12:45 Getting leadership buy-in14:20 What good reporting for leadership looks like15:55 Key takeaways and recapS08 E244 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth