👉 3 Metrics You Can't Ignore

Let’s Get Down to Business

From the founders 👉 As the B2B industry evolves, staying ahead means adopting change. Today’s letter highlights how businesses are merging, innovating, and navigating challenges like antitrust scrutiny and digital transformation trends.

We’re also diving into the metrics that matter most for driving sustainable growth and sharing tools to help you work smarter, not harder.

Here’s what’s on the table today:

📰 Market Pulse → DemandScience merges with Terminus, US Foods’ digital transformation efforts, and potential antitrust actions against Google.

📊 Metric Mastery → Breaking down the B2B numbers that matter most, from CAC to ROI, and why they’re critical for success in 2024.

🛠️ Tool Spotlight → Unique tools to level up your B2B game, from custom AI GPTs to social-ready video clips crafted in minutes.

In The Spotlight

MARKET PULSE

• DemandScience announced its merger with Terminus, aiming to strengthen its position in the B2B marketing. (source)
  

• Zeta Global is under pressure following a report from a short-seller alleging questionable accounting practices and the operation of consent farms for data collection. (source)
  

• The E-Commerce B2B Conference is set to take place on November 19, 2024, in Warsaw, Poland. (source)
  

• Reports on November 19 indicate that US antitrust officials may push for Google to divest its Chrome browser as part of a broader crackdown on monopolistic practices. (source)
  

• A report highlighted that US Foods continues to pursue digital transformation aggressively, indicating a growing trend among B2B companies to enhance their digital capabilities to improve customer engagement. (source)

Metric Mastery

The B2B Numbers That Matter Most

B2B marketing is more than just strategy—it’s numbers. Knowing which metrics to track can make or break your campaigns.

Let's break down the three marketing metrics that demand your attention in 2024:

1. Customer Acquisition Cost (CAC)
CAC tells you how much you're spending to get a new customer. Divide your total marketing spend by the number of new customers acquired. For example, if it costs $100 to bring in one customer, reducing this to $50 can double your ROI without increasing sales volume.

Why it matters: CAC reveals how efficiently you're using resources. Keep it low to stay competitive.

2. Customer Lifetime Value (CLTV)
CLTV measures how much revenue a customer brings in over their relationship with your business. Calculate it by multiplying their average spend by how often they purchase and how long they remain a customer.

Why it matters: It’s not just about getting customers—it’s about keeping them. If your CLTV is much higher than your CAC, your business is thriving.

3. Return on Investment (ROI)
The ultimate scorecard. Subtract your marketing spend from the revenue it generates, then divide by the spend. This metric shows whether your campaigns are paying off.

Why it matters: A healthy ROI (e.g., 2:1 or higher) means your strategy is working. If it’s below 1:1, it’s time to pivot.

Pro Tip: Don’t ignore Customer Satisfaction (CSAT) and Net Promoter Score (NPS). While they aren’t revenue metrics, they show customer loyalty and experience quality—vital for long-term growth.

Tool Spotlight

FEATURED TOOLS

Byword: The most advanced AI article writer for producing content at scale. Byword isn't your average article writer. It's packed full of advanced features.

Wondercraft: Create hyper-realistic AI audio content like ads, podcasts and meditations, without recording.

Vidyo: Make short clips from long videos. Get social ready clips, cut & captioned by AI. Save 90% time and effort.

Chatbase: Build a custom GPT, embed it on your website and let it handle customer support, lead generation, engage with your users, and more.

And That's a wrap

We love to read your emails, comments, and poll replies!

Hit reply and tell us what B2B wisdom or industry insight you want to see next.

Enjoyed today’s edition? Share this with your colleagues or friends and have them sign up here.

P.S. If you've decided we're not your cup of tea (or artisanal cold brew), you can unsubscribe.