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How B2B Marketing Must Drive Revenue

Written January 15, 2025
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By Gavin Finn, Ph.D., President & CEO

B2B Marketing’s New Mandate: Drive Revenue, Not Vanity Metrics

Traditional B2B marketing metrics like MQLs and click-through rates are no longer enough. As CEOs demand marketing teams deliver real revenue impact, a major shift is underway: customer engagement is becoming the new gold standard.

In his latest article, Gavin Finn, CEO of Kaon Interactive, explores how marketing must evolve beyond lead generation to directly support sales and long-term customer relationships.

Key takeaways include:

  • Focus on Buying Groups, Not Individuals – Engage all stakeholders in complex B2B sales
  • Deliver Value at Every Stage – Move beyond awareness to support the full buyer journey
  • Close the Feedback Loop with Sales – Align marketing with sales for measurable revenue impact

Real-world results prove this works — one global life sciences company drove $100M+ in incremental revenue by shifting to an engagement-driven approach.

Discover how your marketing team can become a revenue enabler.