How to Establish Marketing Channel Benchmarks to Help Manage Lead Expectations

By Stephanie Carrillo, Senior Marketing Consultant at Heinz Marketing
Most of my digital marketing career has been running campaigns for eCommerce companies.  In this setting, we would live and die by analytics and pivoted daily based on what the data was telling us.
Shifting to the B2B space, I was surprised by the lack of reporting, tracking, and reporting options available in many of the tools.  It took me some time to adjust to B2B marketing, where analytics have not always played a significant part in decision making for many of our clients. But without proper benchmarking and analytics, meeting lead and sales expectations is tough– Especially if you are unable to forecast how campaigns might perform or set appropriate marketing budgets to achieve sales goals.
How to benchmark your marketing channels
So, where do you begin?  A good starting point is to look at each of your marketing channels in the last quarter