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I have found that B2B is veryyyy different from B2C. B2B is often measured on pipeline from expected close rates as a primary metric for shorter term data. I’d use leads, SQLs, and opportunities (all defined differently as you move down funnel), and use a lead status and/or lead scoring system as a quality measure, and historicals to create a system for estimating pipeline on the opportunity level (or sales inputs depending on how you set it up, sales inputs would be more precise). You’ll definitely want CRM attribution to be able to attribute pipeline and other down funnel metrics back to specific variables (campaigns, audiences, etc.) - multi touch would be best but is more expensive than your cookie cutter first/last touch data solutions. Hopefully this helps point you in the direction of some topics to start researching! Are you building it from scratch?
This was super helpful though! Thank you. For context , an added layer of this is that it’s a B2B reputation/education campaign, not product. Which is fine, just a fun challenge albeit a tough one.
I’ve worked both B2B and B2C. Depending on the product - the measurement frameworks tend to not be that different. You think of businesses/orgs rather than individuals as your customers but businesses generally have just a couple of purchasers of your product. in other words, why would it be different than B2C ?