Everyday MBA The B2B Marketing Revolution
Jun 14, 2025
Lori Turner-Wilson, Founder and CEO of Red Rover Company, specializes in transforming B2B marketing into a growth engine. She shares insights from her book, emphasizing the importance of data-driven strategies and thorough market research. Discover how generative AI can revolutionize marketing research and enhance accountability by linking compensation to results. Lori also discusses the need for a mindset shift to view marketing as a vital driver of growth and shares actionable tips for thriving in today's dynamic business landscape.
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Marketing as Predictable Growth Engine
- Marketing can be transformed from a cost center into a predictable growth engine through mindset shifts.
- Embracing guaranteed marketing outcomes is the foundational battle for B2B business success.
Prioritize Market Research Investment
- Invest in well-executed market research to achieve predictability in marketing ROI.
- Treat marketing investments with the same due diligence as any other significant company expenditure.
Three Key Marketing Metrics
- Key marketing metrics for CEOs are accurate ROI, cost to acquire a customer, and customer lifetime value.
- Understanding and improving these metrics drives better marketing effectiveness and profitability.