It’s hard to believe it’s been two weeks since our Marketing Innovation Summit for B2B. There have been some great conversations extending from that conference and it’s exciting to see Willie Pena from iMedia Connection post a blog that sums up a lot of what was discussed. After agreeing with Peter Isaacson, our CMO that “it’s a great time to be a marketer,” he gives some great advice on how marketers should be transforming their businesses in 2015. The post features commentary from a few “forward-thinking” marketing technology companies, including our very own founder and CEO, Chris Golec.
His three tips focus on getting contextual and delivering relevant content to prospects, practicing Account-Based Marketing and measuring on sales activity versus click-through rates. His advice really gets to the heart of the issue, which is that us marketers need to drive real opportunities for our sales team:
“It is time marketers, especially social media marketers, grow up and start proving what their efforts bring to the bottom line. That is not to say to abandon all your carefully set up analytics: impressions, clickthroughs, open rates, number of subscribers, whitepaper downloads, number of “likes” are all important to track, but it is disturbing that these have been overvalued in recent years when compared with actual sales metrics. The point of marketing is to drive sales and revenue, and where marketers do not trace how their work translates into these, trouble follows.”
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It’s a great piece that provides a simple guide on how to transform your marketing and become more aligned with sales. You can read more here!
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