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Modern B2B Marketing
Modern B2B Blogs
This blog is where we share Marketo's latest thinking about B2B marketing, from best practices in demand generation and lead nurturing to accountability and marketing & sales alignment.
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July 23, 2008
Proving Marketing’s Value: Tools & Metrics for the 21st Century – Part 2
Posted by Kelly Abner
At the MarketingProfs B2B Business Forum, held in Boston in June, I had the pleasure of speaking with Laura Patterson, president of VisionEdge Marketing and author of several books, including “Gone Fishin for Marketing and Sales Alignment eBook.” In the interview, Laura talks about how marketing accountability is becoming more important and how metrics help prove marketing’s value in today’s economic turmoil as well as in sales and marketing alignment.
In part two of “Proving Marketing’s Value: Tangible Tools and Metrics for the 21st Century,” Laura says that marketing should be viewed as an investment, not an expense.
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