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B2B marketing: know the difference between objectives, outcomes and outputs

on Oct 27, 2021 | 0 comments

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