The article argues that ROI, while an important metric in B2B marketing, has become a misleading focus that simplifies the complexities of the buying process. It highlights that buyers engage in self-education, masking the true effectiveness of marketing efforts. Emphasizing that success lies in understanding the complete brand and demand picture, the piece critiques the reliance on easily measurable metrics that often don't convey the full buying journey. The shift towards tactics over strategy has led to a devaluation of the broader potential of B2B marketing, advocating for a more holistic approach to evaluating effectiveness beyond superficial numbers.
"ROI in B2B marketing is distracting us from what drives effectiveness. Without effectiveness, there is limited ROI to report."
"It's not a tactic or two that makes the difference. It's the entirety of brand plus demand, and each of those plays impacts different timelines."
Collection
[
|
...
]