Data-Driven Marketing: There is No Excuse for Poor Measurement
Business-to-business (B2B) marketers are under constant pressure to prove the impact of their investments to the C-Suite. When an organization’s sales are slumping and spending needs to be cut, marketing has historically been an easy target. But in more recent times, cuts to the marketing department have become a harder decision to make – especially when marketing and advertising efforts can be directly tied to business results and, more specifically, sales success and profitability. The more that marketers can prove that their efforts are producing desired business outcomes, the harder it is for their budgets to be cut and difficult personnel decisions to be made.
With the advent of digital, there’s ample technology at marketers’ fingertips that enable them to linearly measure their contributions to business success. Rising consumer expectations are causing marketers to rethink traditional approaches to marketing and advertising, and technology can be leveraged to navigate those expectations. As empowered B2B customers have brought their consumer buying behaviors into the business world, it’s also become increasingly important for marketing to work closely with sales to understand their needs and preferences. Those who aren’t using technology or working with sales to better engage and convert new customers are behind the times – and at greater risk for old school cut backs.
So, how can B2B marketers show the C-Suite that their efforts are aiding in the organization’s success? Read the full article to find out.