I was at the Marketing Analytics Summit a while back, and I remember talking to a lot of people who felt that:
- Measurement was really important
- Measurement was really, really hard
The eternal struggle for B2B marketers seems to be connecting marketing actions to business results. But this can’t be a reason to give up on marketing analytics.
The biggest mistake that many companies make in their B2B sales and marketing activities is the way they fragment or silo different touchpoints in the customer journey among disparate functional teams. And, worse, the way they make it difficult for those teams to work together. Customer experience matters for B2B marketers. You’d think you would make that easier to bring to life.
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There’s major power for automation within marketing, and not everyone is harnessing it. This episode of SearchChat Steve Zakur and I ask: how can CMOs use both automation and data to keep their seat at the table as companies evolve?