Misconceptions About Performance Marketing
In this episode of B2B Marketing: The Provocative Truth, Benedict chats to Stuart Shingler about what performance really means in B2B.
Episode 46: Misconceptions About Performance Marketing
Despite performance marketing having been around for a while, there is still a lack of understanding about what it truly is, leading it to be conflated with and used interchangeably to digital marketing. But it’s much more nuanced than that. What will really help marketers is not to get bogged down by what it means. Rather, it’s important to build a culture of performance and use the metrics to inform marketing activities. How do you build that culture though? How can performance help build a reactive marketing function?
All of the best marketing activities or successful teams I've been part of are ones where everything is really collaborative. Any successful ABM campaign, it succeeds or dies on the quality of the content, the understanding of the customer, the relevance to the product marketing, and all of that needs to come together.
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