James New is Marketing Director, APAC, at Marketo.

Marketing by (the right) numbers

Marketing by (the right) numbers

Marketing has always been about numbers. Sadly, in the past, the quest was for figures to justify headcount and the expense of media campaigns. B2C marketers with big budgets might have been able to show that increased spending produced more sales, but it is always difficult to prove that the same couldn’t have been achieved with less. Or a different approach might have produced a better return. B2B marketers, meanwhile, have often been subservient to the sales team, who claim the credit for all revenue and see the marketing team as their back-up resource, creating content and organising the occasional event.

Continue reading
  2509 Hits
  0 Comments
2509 Hits
0 Comments