Backbone Media B2B Marketing Blog
The Biggest Problem with B2B Marketing?
In a recent Backbone Media webcast, “Top B2B Marketing Trends of 2013,” author, speaker and Hubspot advisor David Meerman Scott discusses how he would staff his B2B marketing team and why the key measurement of success would NOT be the sales lead.
Scott stresses that B2B marketing measurements need to revolve around something other than sales leads. A focus on sales leads has marketing departments asking the wrong questions, implementing the wrong campaigns and ultimately focusing on the wrong goals.