In some B2B businesses, only a small subset of the customer base actually drives the largest portion of their profitability. Bain & Company's Mark Kovac explains how B2Bs can realign their growth strategy to existing accounts with the most potential.
Global Head of Commercial Excellence Group, Partner
Bain & Company
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How Are US B2B Marketers Currently Reporting on Marketing Results Within Their Organizations? (% of respondents, May 2019)
How Are US B2B Marketers Measuring Marketing Campaigns at the Middle of the Funnel that Are Designed to Accelerate Leads? (% of respondents, May 2019)
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How Are B2B Marketers Measuring Their Content-Driven Campaigns?
May 14, 2019
Most business-to-business (B2B) marketers do some sort of content marketing, but they often do not measure the payoff of their content efforts.