Focusing on your customer first may seem like the best strategy in marketing, but so much can get lost in the process before you ever even get to your customer.
While marketing is a very creative field, we sometimes forget that the analysis of data is the real driver of success — and what all creative assets rely on. Without proper testing and reporting of critical data, we’re left with ineffective campaigns and processes that don’t serve us.
Tim Parkin, President of Parkin Consulting, has worked with global companies and sees the biggest gap in marketing departments is that they fail to double down on process.
Join us as Glenn and Tim discuss:
Identifying “waste” in your internal processes and how to reduce it (stop focusing on what Tim calls ‘vanity metrics’)
Reporting and analysis as the foundation of any marketing strategy
Don’t forget an integrated strategy- yes, we are in a digital world, but in B2B we still need to integrate physical marketing assets