We speak with senior business-to-business (B2B) marketers on a regular basis and one of the big issues that we repeatedly hear from them is around proving the return on marketing investment (ROMI). Essentially, these are experienced, high level professionals who are desperate to demonstrate that their efforts are materially moving the needle - that they and their team are doing a valuable and important job.
In a 2020 study, Gartner predicted that 80% of marketers would abandon personalisation by 2025. The report identifies a combination of unclear ROI, bad data management, decreasing consumer trust, and increasing barriers and regulations around data privacy, as reasons that personalisation will phase out in the next three years - a worrying prospect for any digital marketer.
As someone who is fresh-faced and just starting out in the marketing industry, it can be quite daunting. However, I had the opportunity to attend one of Webstars’ Roundtable events - a monthly gathering of professionals in the industry talking about trending and/ or pressing topics. This is where I got to expand the breadth of my knowledge regarding two topics, in particular, namely Google Analytics 4 and Account Based Marketing.
Over the past few days I attended MAD//Fest 2022 here in London. After two years without in-person events, it was great to be around other marketers, hearing what's new in the marketing landscape and how others have been tackling their marketing challenges across a wide range of industries.
If you’ve logged into Google Analytics recently, you’ll likely have noticed the banner at the top of your screen urging you to set up and switch your Universal Analytics property over to Google Analytics 4. While this is no cause to panic (yet), it’s never too early to start getting familiar with Google’s latest web analytics platform - especially because the impending phase-out of third-party cookies will have a huge impact on the effectiveness of Universal Analytics.
Social media is an important part of any digital marketing strategy - and for B2B marketers, LinkedIn is especially crucial.
