2020 tested the ability of B2B marketers to adapt, and many proved the value of the marketing function to senior leadership and sales teams. 2021 offers the chance to use what was learned to optimize strategy. Setting goals that align with the business, investing in brand foundations, and focusing on channels with the greatest ROI are key to maximizing impact with less budget.
When setting budgets, it's important to connect marketing goals to the overarching goals of the business, and keep the C-suite's interests in mind. Investing in audience personas, strategic positioning, and brand expression will lead to more conversions and revenue. Additionally, marketers should audit their martech tools and optimize integrations to enhance customer experience.
Analyzing data to identify top-performing channels, and investing in the places where the audience is most active, will help maximize returns. Taking a step back to reflect on 2020 and plan for 2021 is essential for success.
Three Activities to Prioritize for Maximum Marketing ROI in 2021
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