Summit US Sessions MOS_Whats Really Working Understand Tactic Effectiveness

What’s Really Working? How to Understand Tactic Effectiveness

Wednesday May 8, 2019 | 3:25 PM - 4:05 PM

Speaker(s):  Kristin Farwell, Ross Graber

Focus: Operationalize

Priorities: Marketing Measurement and Analytics

Marketers are continuously asked to optimize their tactic mix and answer the question “Which tactics are working best?” Unfortunately, many b-to-b marketers’ attempts to understand tactic effectiveness fall short and simply don’t tell enough of the story. Yet there are steps marketers can take to determine how effectively tactics are delivering results and what improvements are needed.

For sales, marketing and product:

  • Understand the multiple levers required for assessing tactic performance
  • Learn a methodology for tactic optimization that goes beyond delivery channels and content offers
  • See techniques for presenting tactic performance against key program and campaign objectives