No article covering marketing campaigns would be complete without talking about ROI, and the insight gained from what’s working and what’s not.
How to measure the return of thought leadership is a question we get asked frequently, but a difficult one to answer. In B2B, there’s often no framework for measuring marketing or systemized process for collecting anecdotal feedback on success.
Using dialogue as the measure of success can give us a yardstick. Clearly, we need to define what we mean by dialogue – do we want to present to clients, meet them at a roundtable or simply ask them to respond to an email highlighting the findings? That is a useful conversation with the client-facing team.
Having these as our measures and refining accordingly will give us an insight into what works and what does not.
The B2B marketing community are, quite rightly, focused on the competitive advantage that data and insight can provide. Thought leadership programs can provide the platform to achieve this.