B2B marketers must measure to understand what’s working and what’s not, where and how to improve, and, most importantly, how to run marketing like a business. Without this capability woven into the fabric of the team, B2B marketing organizations will languish.
But, somehow, we’re being sidetracked from strong measurement and analytics to chase full-blown attribution – the ability to attribute every action and activity to an outcome. The “attribution obsession” that’s creeping into some B2B marketing teams is creating unintended consequences.
New benchmark survey research from DemandGen Report shows that B2B marketers, while making progress in some areas, are woefully behind in key capabilities
This article was orginally published on MarTech Today.
Buckle in. Marketing — and your entire organization — is about to be overwhelmed with stiffer data privacy regulations around the globe. The poster child for this movement is GDPR, the European Union’s General Data Protection Regulation (GDPR). As a marketing leader, you’ll be spending hundreds of hours with the legal eagles and the data teams on what many analysts are calling the biggest thing to hit B2B marketing in a generation.
As we’ve been preparing for GDPR these last few months, I’m having flashbacks to my time in the IT world as we counted down to Y2K. The similarities between GDPR and Y2K are striking: