Jacobs and Van IJsendoorn preach an approach that essentially revolves around gradually building a brand. A shift from many to good leads and creating an organization-wide customer focus.
Their formula: purpose + people + proposition + promotion + proof = profit
List formula
However, anyone who thinks they preach non-bindingness will be disappointed. Their formula is a flywheel built on a 'palace of evidence' that links well-converting customers to action at the top email industry list optometry of the funnel. Branding is also measurable, but this is only visible after some time. There is nothing wrong with accountability, as long as the term in which the return on activities is expected is realistic.
Also read: Customer loyalty in B2B is becoming increasingly important [research]
The most important KPI for a B2B marketer is achieving Ideal Customer Profiles (ICPs). A relatively small, but profitable group of customers. All activities must ultimately be linked to this. Not striving for more leads and customers, but for more profit per customer.
To achieve this, you need to rethink your funnel. Marketing Qualified Leads (MQLs) fade into the background and engagement with your target audience comes to the forefront. Profitable customers are your end goal. It may seem cosmetic, but there are metrics behind every step and you need to be prepared to critically examine your brand and product/market fit.