It is easy, but not always helpful, to think of marketing metrics in terms of volume. How many views, interactions and goal completions can I achieve with a campaign? The success of a campaign depended on the number of people performing the desired action.

Are views, interaction and goal completions a good measure of success across all mediums for all companies?

Probably not.

Business to business transactions happen at a personal level. The number of people involved in the average contract signoff is 5.4 according to HBR. Marketing likely has the opportunity to influence just 2 or three of those.

Marketing to the masses can be a distraction, a confusion and a losing battle all at once. You should be speaking to the relevant few people who really matter. Narrower focuses are called for.

As marketeers we need to go back to asking ourselves who matters. Are we reaching them with a message that resonates?