It's Time to Start Thinking of B2B Marketing as an Investment

B2B marketing is often seen as different from B2C marketing, but if businesses tap into today's digital marketing tools, they can measure ROI and understand the contributions of marketing efforts to revenue.

An investment mindset looks at and invests in marketing activities as a way to grow and scale a business, and sales and marketing teams need to align on strategies for a more integrated customer journey.

B2B marketers should use attribution and measurement tools to measure ROI, focus on de-anonymizing potential buyers, analyze cohorts, and connect CRM data to their digital marketing strategy.