Wednesday 28 November 2018
It’s notoriously hard to demonstrate the impact of thought leadership and content on pipeline and revenue, or often to measure the effect it’s had at an account level on relationships with specific clients and targets.
With or without the introduction of marketing and sales automation systems, unless we change our thinking and approach – across sales and marketing – to how we plan and execute TL, our ability to show ROI will forever be stuck ‘top of funnel’. We might get comfort from great stats on engagement, web traffic and PR, but it’s not enough.
In this session, Angela suggested we need to ‘turn our thinking on its head’ to get better commercial outcomes from thought leadership and content (or indeed all marketing activity!)