HomeResearch Articles Audience-Based Measurement: Emerging Views of Performance

Audience-Based Measurement: Emerging Views of Performance

  • More b-to-b organizations are pursuing audience-based go-to-market approaches to better connect with buyers and improve business performance
  • Understanding the impact created by investments in audience-centric approaches requires marketing leaders to expand the focus of existing measurement beyond product-oriented performance 
  • Focusing measurement around buying centers and buyer personas provides a deeper look into the effectiveness of audience-based approaches
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