There is a lot of talk and splashy pages about ROI. After grinding on this problem for years we have learned that there is no silver bullet when attacking the B2B customer journey. Success in B2B marketing requires understanding the customer journey to solve their problem, calibrating your strategy to infiltrate that discovery process at different stages with different techniques, and lead them toward our ultimate solution.
We can only learn by measuring the impact on pipeline and revenue. We measure everything we can to revenue because our goal is not leads. Our goal is sales.
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