If your boss walked up to you right now and said “I want to see the marketing calendar”, would you be able to immediately produce a calendar showing up-to-date information on your campaigns and promotions?
In addition to measuring past performance, marketers are using ROI estimates and forecasts to make decisions about future marketing programs and to allocate marketing budgets. Therefore, ROI is playing a significant role in determining how marketing will be done.
Today’s B2B marketers are facing growing pressure from the C-suite to improve the value provided by the marketing function. Marketing effectiveness and marketing efficiency are not conflicting objectives, but they are different. And both are necessary for marketing to create value.
To break through the marketing clutter that fills the environment and create real engagement with potential buyers, you need relevant and compelling content that helps buyers address important business challenges.
