Most B2B marketers manage channels not campaigns. They’re focused on the email going out next Tuesday, for example, or the trade show next month. These are managed as isolated events, and unfortunately are often measured as isolated events.
Did the email generate enough response? How much pipeline did the lunch and learn generate?
Research has shown definitively that a siloed approach to marketing has a direct correlation to a negative perception of marketing performance and impact.
A campaign mentality is better but still limited. Let’s say you think through a series of emails, for example. Or a series of events that make up a roadshow. This could be characterized as a campaign.
But the same limited measurements often apply. We look at email vs roadshows to evaluate which worked better, which generated more leads and/or opportunities.
Most B2B selling environments aren’t quite that simple. Your prospects aren’t solely impacted by a random email any more
