Category: Marketing Effectiveness
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Astute business leaders have long recognized that trust is a vital element of competitive success. But traditionally, trust has been viewed as a “soft” issue – one of those things we know is important, but find difficult to measure. New research by Accenture Strategy quantifies the impact of trust on both revenue and earnings. So…
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A recent survey by B2B Marketing and The Mx Group identified several differences between top-performing and poorly-performing B2B marketers. Not surprisingly, the research revealed that the best-performing marketing organizations excel at maintaining accurate data and integrating data systems, fully leveraging technology, and closely aligning with sales. This survey included respondents working in a range of…
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In a recent column published at The Drum, Samuel Scott argued that the marketing industry has split into two distinct camps that have adopted and now advocate two very different approaches to the practice of marketing. According to Samuel, the divide is between “online B2B marketers” who “want to gain and convert website traffic into…
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Measuring marketing performance is both a top priority and a persistent challenge for most B2B marketers. That’s the primary theme of Demand Gen Report’s 2018 Marketing Measurement and Attribution Benchmark Survey. The 2018 survey produced responses from 283 marketing executives, most of whom were based in the United States. Respondents represented several industries and a…
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Most marketers will say that the “prime directive” of marketing is to drive revenue growth. But in reality, revenue growth is a by-product of creating value for customers and providing great customer experiences. Paradoxically, the best way to grow revenue is by not making revenue growth the primary marketing objective.In life and in business, some…
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At the recent MarTech West conference in San Jose, California, Scott Brinker unveiled the new version of his famous (or perhaps infamous) marketing technology landscape supergraphic (shown above). To no one’s surprise, the new graphic shows that the number of marketing technology solutions continues to grow at a breathtaking pace. Scott’s 2018 graphic includes 6,829…
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Customer value propositions are an essential part of a company’s business strategy and the foundation for all of its marketing and sales efforts. Unfortunately, many companies don’t devote enough time and energy to defining their customer value propositions, and as a result, their marketing and sales efforts aren’t as productive as they could be. It’s…
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The most important and difficult decisions that marketing leaders must make inevitably involve the allocation of marketing resources (money, people, time, etc.). Regardless of company size, the resources available for marketing are rarely sufficient to enable marketing leaders to do everything they’d like to do. Therefore, resource allocation is an intrinsic part of every significant…