38 min
What's In 2024 For Metrics, Marketing Alignment, Attribution & Content Strategy Marketing Unplugged
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- Marketing
In this insightful episode, co-hosts Mark and Elle dive into the findings of the Demand Spring 2023 Revenue Marketing B2B Benchmark Report. They discuss the significant progress in revenue marketing practices, with 50% of respondents believing they have matured in this area. The conversation also touches on the long-overdue tracking of revenue sourced by marketing, and the persistent challenges in aligning marketing and sales teams together. They also reflect on the effectiveness of a multi-touch approach in long sales cycles.
Key Takeaways:
[1:30] 50% of people believe they have mature revenue practices. Elle believes we’ve really come a long way!
[5:25] Elle notices that technology companies tend to be a lot quicker in adopting “newer” marketing methods compared to more traditional industries.
[7:55] Companies tend to underestimate expansion opportunities and marketing channels can really help them unlock it further.
[11:50] Companies are only just now tracking what revenue is being sourced by marketing. Why did it take so long?
[13:40] Marketing and sales alignment is still a big challenge for many organizations.
[15:55] Sales and marketing people are wired very differently.
[17:20] How do you achieve true sales and marketing alignment?
[22:55] There’s not a single business in the world that would not benefit from better data-analysis rituals.
[24:55] A lot of companies had a strong Q1 and Q2, but people were struggling in Q3 and Q4.
[30:25] Mark explains why a multi-touch approach in a long sales cycle makes the most sense to him.
[33:25] Mark reads out loud the content marketing results and the percentage of how many organizations are actively managing/thinking about their content strategy.
[35:30] Elle and Mark share some of their final thoughts and talk about what’s next for 2024.
Mentioned in This Episode:
Demandspring.com
2023 Revenue Marketing B2B Benchmark Report
In this insightful episode, co-hosts Mark and Elle dive into the findings of the Demand Spring 2023 Revenue Marketing B2B Benchmark Report. They discuss the significant progress in revenue marketing practices, with 50% of respondents believing they have matured in this area. The conversation also touches on the long-overdue tracking of revenue sourced by marketing, and the persistent challenges in aligning marketing and sales teams together. They also reflect on the effectiveness of a multi-touch approach in long sales cycles.
Key Takeaways:
[1:30] 50% of people believe they have mature revenue practices. Elle believes we’ve really come a long way!
[5:25] Elle notices that technology companies tend to be a lot quicker in adopting “newer” marketing methods compared to more traditional industries.
[7:55] Companies tend to underestimate expansion opportunities and marketing channels can really help them unlock it further.
[11:50] Companies are only just now tracking what revenue is being sourced by marketing. Why did it take so long?
[13:40] Marketing and sales alignment is still a big challenge for many organizations.
[15:55] Sales and marketing people are wired very differently.
[17:20] How do you achieve true sales and marketing alignment?
[22:55] There’s not a single business in the world that would not benefit from better data-analysis rituals.
[24:55] A lot of companies had a strong Q1 and Q2, but people were struggling in Q3 and Q4.
[30:25] Mark explains why a multi-touch approach in a long sales cycle makes the most sense to him.
[33:25] Mark reads out loud the content marketing results and the percentage of how many organizations are actively managing/thinking about their content strategy.
[35:30] Elle and Mark share some of their final thoughts and talk about what’s next for 2024.
Mentioned in This Episode:
Demandspring.com
2023 Revenue Marketing B2B Benchmark Report
38 min