Brand spending on market research has been steadily declining, with the latest IPA report showing a 2.9% drop. Why are marketers shying away from one of the best ways to better understand their audience?

This week, Elena and Rob talk with Sarah Jordan, CMO of Constant Contact, about the importance of audience research for B2B marketers. Sarah shares insights on marketing to small businesses, measuring marketing's impact on growth, and why she believes the concept of "marketing-generated vs. sales-generated" leads needs to go.

Topics covered: 

• [01:00] Constant Contact's unique small business audience
• [07:00] Marketing's role as a growth driver at Constant Contact
• [12:30] How Constant Contact measures marketing effectiveness
• [15:45] The importance of market research for understanding customers
• [20:00] Sarah's most contrarian marketing opinion
• [22:00] Making customer-centric marketing decisions 

 





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Resources:  
2023 MarketingWeek Article: https://www.marketingweek.com/protecting-research-budgets-matters/
 

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