If your leadership team only cares about “what did we close?” but you’re stuck reporting traffic, followers and vibes… this episode is for you. 😅

In this live session, we’re joined by Paul (20+ years in marketing, now at Marmalade Marketing and a HubSpot Gold Partner) to get into the actual data and metrics that matter — what to stop reporting, what to track instead, and how to explain B2B buying journeys without hiding behind a funnel diagram.

Marketing confession of the episode:
Paul got Argos catalogue pricing wrong and a product that should’ve been £79.99 went out as £39.99. Print mistakes are forever.

We get into:
✅ Vanity metrics to ditch (and why CEOs eventually come for “commercial impact”)
✅ The three numbers that matter most: revenue, pipeline, ROI — and why conversion and velocity deserve a seat too
✅ People, not personas: why named accounts beat “Jane, 32, reads The Guardian”
✅ The funnel is not linear (and maybe never was) — so how do we explain the journey?
✅ Account-based thinking: quality, penetration, and activity in the right accounts
✅ How long B2B journeys really are (and why 3 website visits over 2 years can still be a win)
✅ Lead scoring as a practical way to track progress without funnel theatre
✅ The “so what?” problem: data everywhere, but no story — how to fix analysis and reporting
✅ Minimum data every marketer should have: TAM, conversions, velocity, plus GA and website behaviour tools
✅ Website metrics: what matters, what doesn’t, and why top-of-funnel numbers still need context

If you’re tired of getting dragged into “why didn’t this channel convert?” arguments, or you need a smarter way to communicate marketing impact to finance and leadership — hit play.

Like, subscribe, and drop your worst “CEO hates my metrics” moment in the comments.

#B2BMarketing #MarketingMetrics #ROI #Attribution #HubSpot #MarketingOps #ConversionRate #ABM