The Modern Marketing Measurement Checklist

In a post on the top issues health tech marketers in 2025, we reported that the #1 issue facing health tech marketers is how to develop new frameworks for measuring their impact and how that aligns with modern buying behaviors.

And buying behaviors are changing.

Healthcare organizations take longer to make decisions (at least 13 months), involve 5+ stakeholders (often many more), and they have total control over the process. Consequently, traditional lead-volume-based programs don’t work anymore. The most advanced marketers have shifted from focusing on lead volume to opportunity quality.

Most importantly, this requires a new approach to measurement.

But how do you get started?

And how do you make progress on this in 2025?

As a way to help you accelerate your shift to a better measurement model, we created this simple checklist using one of our favorite simple frameworks: Stop/Start/Do More/Do Less. We have provided links throughout to further resources on each.

 Stop Doing

  • Stop relying on volume-based metrics like MQLs and basic campaign metrics:
    • Explain why these metrics are no longer sufficient to measure marketing impact
    • Buyers are doing more research independently and engaging with vendors later
    • Focusing solely on MQLs leads to poor tactics and diminishing conversion rates
  • Stop thinking of leads as the primary focus: Shift to thinking about the buying group and the account as a whole
  • Stop using single-touch attribution models. These models fail to capture the complexity of the buyer’s journey.
  • Stop considering marketing’s job is done at the MQL stage: Marketing has a role through the whole sales cycle.
  • Stop cold outreach to new accounts. Ensure the account has had some interaction with your brand
  • Stop measuring marketing impact on revenue and focus on opportunities and value to the sales team

Start Doing

  • Start focusing on the quality of the pipeline:
    • Define what constitutes a high-quality opportunity, considering factors like:
      • Engagement of multiple members of the buying group
      • Likelihood of a deal closing
      • Deal size
      • Strategic value and potential for upselling and cross-selling
      • Potential for expansion
      • Strategic alignment with company goals
    • Develop strategic qualitative assessment criteria
  • Start implementing account-based tracking and thinking:
    • Map the buying group within target accounts
    • Track engagement at the account level
    • Create “state zero” opportunities in your CRM for target accounts to track early engagement
  • Start using a multi-touch attribution model:
    • Give credit to all touchpoints along the buyer’s journey
    • Consider a weighted attribution model that reflects the typical buyer’s journey
  • Start measuring marketing influence and impact through the entire pipeline:
  • Start measuring marketing influence, especially in long sales cycles
  • Start measuring opportunity stage progression. Track how marketing activities influence opportunity movement through the sales funnel
  • Start creating a lead-to-revenue model
  • Start thinking about a balance between demand generation and brand building
  • Start treating buyers as individuals.
  • Start measuring signals: Third-party intent data, website visits, email engagement, social engagement, etc.
  • Start thinking about a marketing mix, and not relying on any one technique

This webinar hosted by Mark Erwich covers all this extensively.

Do More

  • Do more to align sales and marketing:
    • Agree on definitions of sales-ready opportunities and handoff processes
    • Create shared dashboards to show marketing’s impact on pipeline and revenue
    • Develop service-level agreements for lead handling
  • Do more to use intent data. Prioritize accounts for targeted marketing and sales
  • Do more to track brand awareness and brand favorability:
    • Measure brand awareness
    • Track positive media coverage and social media sentiment
    • Monitor social media
    • Survey target accounts for brand perception
  • Do more to focus on content quality and create valuable, relevant content for the target audience
  • Do more to educate stakeholders on the new metrics and measurement approaches
  • Do more to use ABM thinking. Use an account-based approach in your planning

Do Less

  • Do less focus on vanity metrics like impressions and click-through rates
  • Do less focus on single-channel marketing and adopt a multi-channel approach
  • Do less focus on output and more on strategically engaging with the right audience
  • Do less focus on marketing spend as simply a cost center. Rather, show how it is an investment in the company’s growth

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We hope you found this helpful. In the words of Lao Tzu:

A journey of a thousand miles begins with a single step,”

If you liked this post and want to learn more…

  1. Check out more posts like this in the Healthtech MarketingLearning Center. It is chock-full of articles, use cases, how-to’s, and ideas. Check out our resource center dedicated to the Buyer Journey.
  2. Follow me or connect with me on LinkedIn. I publish videos and articles on ABM and healthtech marketing.
  3. See what other healthcare technology marketers are doing. Check out the State of ABM in Healthcare Technology.
  4. Buy Total Customer Growth: Our book on how to win and grow customers for life with ABM and ABX.
  5. Work with me directly. Let’s book a growth session and we can explore ways you can improve your marketing using the latest techniques in account-based marketing
Posted by Adam Turinas
Posted in ABM Strategy Blogs, Measurement, Pipeline Growth on January 13, 2025

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About the Author Adam Turinas

Hi, I am Adam Turinas, Health Launchpad's founder. I am passionate about helping healthtech firms succeed through better sales and marketing. I have hard-earned experience in healthcare technolgy as I started two healthcare businesses in the US, the first with zero healthcare experience. We sold the second business to a strategic buyer seven years later. Over 9 years building a healhtech businesses, I have learned how to sell and market effectively to healthcare organizations. Prior to this, I spent two decades in digital marketing across healthcare and other consumer industries where I sold over $100 million in products and services to corporations and healthcare orgs. I would love to talk with you. You can book a call with me on the right hand side. Best Adam (This is page 0 of many)Enter your text here...

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