Most of the B2B Marketers feel their current online marketing mix is falling short to meet the sales demand, and that they’re under immense pressure to be able to measure the online campaign effectiveness and also being productive. We often hear that the concept of the marketing mix isn’t so useful any longer in this era of customer-first. But I believe it is still highly relevant today as a framework to develop digital marketing strategies.

These days, technology is critical to improve marketing performance and processes and deliver more relevant, more integrated campaigns with higher ROI. Why? Because it allows us to track and measure so we can learn what our customers expect and what resonates with our audience. B2B marketers must learn to adopt a customer-centric approach in this customer-first era and deliver messaging that’s compelling, customized and consistent across all touch-points. In order to accomplish that task, marketing needs systems in place for data collection, data analysis and targeted distribution –each of which increasingly depends on IT expertise, particularly as campaigns become more and more centered on customer insight and real-time analytics. 


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