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B2B Digital Marketing: Using the Web to Market Directly to Businesses by Michael Miller

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18. Quantifying Results

You can spend a lot of time and effort building your B2B digital marketing program. But how do you know when it’s working? More importantly, how do you know which components are working?

Analyzing the performance of your efforts is part and parcel of any successful marketing program. Fortunately, digital marketing is inherently more measurable than just about any type of traditional marketing you’ve used in the past.

Analyzing Digital Media Performance

The performance of most digital marketing media can be quantified rather objectively. Either the numbers are good or they’re not.

Image Note

Some digital media—social media ...

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