Answers

• Set measurable goals using the OKR method (Objectives & Key Results) to track progress and demonstrate ROI. Here are the most common marketing metrics to track by stage:
• For awareness, track:
  • Reach:
    • Impressions
    • Page Views
    • Unique visitors
    • Publication pickup
    • Social content (followers, likes, subscribers)
    • Email/newsletter (subscribers, unsubscribers, open rate, churn rate)
    • Organic traffic (SEO)
  • Perception:
    • Brand indexes/surveys
    • Social sentiment
• For consideration, track:
  • Engagement:
    • Site traffic
    • Time on site
    • Lead gen rate
    • Bounce rate
    • Return rate
    • Pages per visit
    • Comments
    • Asset downloads (e-books, coupons, etc.)
• For analysis, track conversions, including:
  • Leads
  • Qualified leads
  • MQLs
  • SAL
• For purchase, track deals closed, upgrades, upsells. 
• For the loyalty stage, track satisfaction and advocacy, including:
  • Referrals
  • Product usage
  • Customer review scores
  • Product registrations
  • Account renewals
  • Product return rate
  • Testimonials

Read more → How to Choose (and Use) the Right Content Marketing Metrics

• Prioritize brand marketing over feature-focused content, as your brand is the only differentiator when everyone can build similar products. Turn key people (founders, executives) into public-facing content creators who share expertise and build authentic relationships with your audience.
• Use proprietary data to create original content like research reports, interactive tools, and data visualizations. This type of content is more credible because it’s based on real data and impossible for competitors to replicate, helping you stand out in a sea of generic AI-generated content.
• Balance performance tactics with brand-building at approximately 46% brand-building and 54% activation. Focus on creating content that provides value through education, builds trust through transparency, and nurtures long-term relationships rather than just driving immediate conversions.

Read more → The SaaS Marketing Strategies Experts Say You Should Try 

• B2B marketing is short for business-to-business marketing. It is the process of marketing products or services to other businesses, organizations, or institutions rather than individual consumers. Essentially, you’re marketing to entire organizations with multiple stakeholders (often 11+ decision-makers) and significantly higher-value transactions.
• B2B marketing differentiates from B2C because it includes smaller, more specialized markets with longer sales cycles, more complex buying journeys, and relationship-based commerce. While B2C focuses on quick emotional decisions, B2B requires building trust among multiple stakeholders over time.
• Success requires strategic thinking because B2B buyers increasingly conduct their own research (only 17% of time is spent with sales reps). You need quality content that provides value, differentiates from competitors, and nurtures relationships throughout the longer sales cycle.
• B2B marketing content spans five key pillars: brand content (who you are), editorial content (thought leadership), product content (deeper-funnel materials), talent content (employer branding), and performance content (tactical pieces that drive specific KPIs).

Read more → Ultimate Guide to B2B Marketing Strategy 

• Brand Strategy & Creative Services: Column Five provides comprehensive brand strategy development, creative direction, and brand identity support to help B2B SaaS companies make their brand stand out.
• Content Strategy & Production: End-to-end content creation, including video production, sales enablement materials, copywriting, and ongoing content strategy that integrates thoughtfully with existing brand goals.
• B2B Marketing & Demand Generation: Strategic marketing services including SEO consulting and implementation, web design, distribution strategy, and comprehensive demand generation support designed to create repeatable success and pipeline growth.
• Account Management & Partnership: Ongoing strategic partnerships with dedicated account management, providing the infrastructure and industry-specific expertise that overworked marketing teams need to focus on what really matters.

Read more → Column Five’s Services 

Now that LinkedIn is flooded with a million marketing “thought leaders,” it seems harder to get solid advice you actually want to follow. Trish Seidel, Marketing Director at Teal, is one of the people you should be following. She bills herself as “your marketing big sister,” and she’s developed a reputation for cutting through the noise with practical, no-BS B2B marketing advice that genuinely works, all based on her 10+ years in communications, content strategy, branding, growth hacking, and more.

Through 600+ mentorship conversations (aka “big sister chats”), she’s shared her hard-won insights with individuals across industries, and she was kind enough to join us on our Best Story Wins podcast to share them with us too. 

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