You get whatever you optimize for.
Optimize for the wrong things, and you’ll get inadequate results.
Optimize your marketing for volume of leads:
→ get a lot of leads (that aren’t qualified and need a bunch of SDRs to follow up)
Optimize your content for views:
→ get a lot of views (that aren’t your audience and just enjoyed your platitudes)
You’re incentivizing your team to go after the wrong objectives.
What are (some of) the end-all be-all metrics that we as B2B CEOs care about?
So let’s reverse-engineer that -- what needs to happen to improve here?
IMO, we need to have people that:
1) are aware of us as a company
2) they think our solution can help
3) have shown real intent to move forward
And to get there, we need to have a great content + distribution strategy.
Just my $0.02 on how what we measure as a company defines the actions we take and, eventually, the results we get.