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Optimizing B2B Marketing Strategies for Performance Measurement
The chapter delves into the importance of a top-down approach in measuring B2B marketing strategies, emphasizing the need for standardized data to evaluate investments effectively. It discusses the challenges of aligning departments and senior management towards a common goal, highlighting the significance of data consistency in CRMs for informed decision-making. Additionally, it emphasizes the value of investing in digital events like webinars alongside physical ones for scalable customer interactions.