By Chris Wilson
I was kindly invited to appear on the excellent podcast series hosted by the Business Marketing Club. The conversation was around a topic that is actually a major challenge in B2B marketing – objectives, outcomes and outputs.
The reason it’s a challenge is because they get mixed up far too often.
Let’s start with objectives
Looking at objectives, as an industry we just need to do the basics well. Long-established marketing theory still holds true here.
Objectives need to be SMART:
We all know that, right?
The ‘R problem’
The biggest challenge in B2B is to ensure objectives are the right objectives. I suppose you could say Read full story ›
Source: The Drum