Heidi Cohen

President of Marketing Strategies

Integrated marketer who creates profitable products and programs that deepened and extended customer relationships to build brands and businesses for The New York Times Digital, Cendant’s Cheap Tickets The Economist, Bertelsmann’s Bookspan, Citibank and Columbia House.

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Topic:
  • data
  • industry

Greater alignment of marketing strategies with existing business strategies

The reason I predict that content and social media strategies will be documented and aligned with business strategies in 2015 is recent data from Content Marketing Institute and MarketingProfs that show that 35% of respondents had a documented content marketing strategy. As a result, they were 62% more likely will be able to achieve better results.

Similarly, HubSpot in their State of Inbound found that people who tracked ROI had a 17 times greater ROI just by the fact that they measured it. Therefore, what you need to do for 2015 to improve your B2B marketing is to align your content and social media marketing strategies with your business strategies.

This means that you need to have a documented strategy. You need to also know who your customer is by having a well-developed marketing persona. Research by Content Marketing Institute and MarketingProfs show that you needed four personas on average.

And lastly, you need to measure what your goals set out so that these metrics help you achieve an ROI by enabling you to understand how you’re generating leads, how you’re generating sales, and how you’re generating profits by taking your sales less your cost.

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