Your marketing report should have those components. Use high-quality dataĮvery good story has a beginning, middle, and end. Which brings us to the importance of data in marketing reports. Remember: results justify your time and budget better than activities. Negotiated more favorable advertising rates Segmented email journeys with personalized content As you compile your marketing report, look for opportunities to transform activity measures into results metrics. It’s easy for goals like these to mislead marketers into focusing on activities. 31% are focused on creating audience-centric content across the customer lifecycle.37% are prioritizing changing buyer behaviors.The same Forrester report showed that among marketing decision-makers and CMOs: There’s a global shift happening towards customer-centric marketing. What about you? Focus on results, not activities Marketers in those organizations know their north star, and benchmark their contributions against it. In a survey of over 300 senior B2B marketers, Forrester found that 20% are focused on attracting new buyers this year, and 19% on entering new markets. How customer value is defined depends on the business goals for example, “value” could mean:Įnsure that every metric in the marketing report links to customer value to demonstrate marketing ROI. Marketing, and therefore marketing reporting, should always orbit customer value. Create alignment between marketing and customer value
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