by David Rowlands, senior editor, B2B Marketing
Section 1
David Rowlands, senior editor, B2B Marketing
It’s no secret that customer behaviour has been changing significantly for years. Now, markets are characterised by customers silently researching brands for weeks before they so much as engage with a single social post. How dare they!
The key word here is engagement. Marketers have focused on seizing the opportunities presented by more dynamic and diverse media channels. And, as the role of marketing and its strategies change, so too must the tactics that marketers use to demonstrate their impact on revenue at a boardroom level.
With that in mind, we wanted to take stock of what the board will care about when it comes to evaluating marketing and revenue performance and, more importantly, how marketers can adapt their reporting strategies and refocus on areas of growth that more accurately reflect the board’s investment.
In order to build this report, I spoke with four senior tech marketers to learn more about the following:
So, read on to learn more…
