B2B marketing used to be about communications. Marketers sent carefully crafted messages out into the world and crossed their fingers for a reaction. Then the Internet came along.
Fast-forward 30 years, and today B2B marketing is all about revenue. A campaign is only a success if it makes a measurable impact on the bottom line.
This is especially true in growing businesses where budgets are smaller and there’s nowhere to hide.
If you aren’t demonstrating the value of your department at the highest level, then you won’t secure the vital budget you need to grow.
This is an open secret but a lot of businesses are still struggling to tie marketing effort to sales dollars. There’s a simple reason for this – traditional B2B marketing tactics, processes and metrics were never developed with revenue in mind. And most businesses still rely on them.
It’s common for marketing departments to measure their success in clicks, likes and page views – metrics that don’t translate easily into dollars. Equally, it’s rare for marketers to track the impact of their efforts past lead handover, meaning they have a patchy understanding of how their work actually impacts sales.
Shifting focus to revenue generation demands a whole new approach – new tactics, new metrics and data-driven strategies.
This eBook outlines five starting points for marketing leaders
looking to tackle this challenge. It’s a practical guide based on our experience serving businesses determined to grow, fast.
By the time you’ve finished reading, you’ll have a clearer idea of what needs to change within your business.
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