Most industrial marketers are busy prioritizing their marketing investments for 2022. If you’re behind in getting started, it’s not that difficult to catch up when you follow this four-step process: Measure your marketing results in 2021 to dateUse ROI evidence to plan for 2022Account for special conditionsPrepare to justify your budget requests 1. Measure Your... Continue Reading →
Industrial marketers are embracing Account Based Marketing (ABM) to supplement other demand generation strategies. With ABM, marketing and sales teams work together to target best-fit accounts, personalize the buying experience, and turn those prospects into customers. ABM can be as simple as one-to-one marketing and selling or as sophisticated as one-to-many with multiple prospects being... Continue Reading →
Demonstrating Return on Investment (ROI) is challenging for many marketers. Executives are demanding more accountability from marketing: What, exactly, are we getting for all this money we spend on marketing? At the same time, marketing is complex, the buying cycle is long, and prospects typically interact with your company and content multiple times through multiple... Continue Reading →
Making smaller tweaks to creative or campaigns can often extend the life of your marketing programs and keep them performing well.
For our most recent Marketing Maven survey, we wanted to know more about how industrial marketers handle proving ROI and what challenges they encounter.
More than ever, executives are demanding accountability for marketing expenditures. The need to show return on marketing investment (ROMI) often leaves marketers dwelling on questions such as: How much did this email campaign contribute to the bottom line? How much revenue did that banner ad produce? However, these might not be the best questions to... Continue Reading →
Believe it or not, you’ve been executing your 2017 marketing plan for six months. How’s it going? Whether you’re floundering or charging full steam ahead, we recommend you perform a mid-year marketing checkup. A mid-year checkup will help you take steps to keep your marketing plan healthy and on course. You’ll discover what’s working, what’s... Continue Reading →