Measure What Matters: Why Classic Analytics Fall Short in B2B

​Most B2B marketers are under pressure to personalize but traditional web analytics tools like GA weren’t built to track the real performance drivers of a B2B website: account engagement, content influence, and pipeline impact.

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​What We’ll Cover:

• ​Why GA often misses the mark for B2B websites

• ​Measuring activity metrics vs outcome metrics

• ​Measuring account engagement instead of MQLs

• ​How to evaluate the impact of content on conversion paths


• ​Defining “uplift” so you know if personalization is working