Manifesto

B2B in the Black (v)

To partner with finance on new marketing models that actively drive pipeline performance.

B2B buying has changed dramatically.

70% of the buyer’s journey happens online while buyers are still anonymous.

Digital Transformation is THE way forward. Yet marketers are still struggling to connect marketing spend to revenue.

Finance is again questioning a big marketing spend without clear business impact.

All of this has B2B marketers in a tight spot.

Everyone is demanding:

Show us proof of marketing’s financial impact on pipeline revenue.

Show us how we can test and optimize without big investment.

Show us how to win greater market share, at lower cost.

It’s time for marketing and finance to meet these demands with new marketing models and a focus on revenue.

Vanity metrics are out. Today’s impressions, conversions and leads are yesterday’s log files, visits and visitors.

To get there, you need to create an INVESTMENT IMPACT model together with finance.

For the first time ever, you’ll know the ROI for every dollar spent.

You’ll be able to track Investment Impact back to the customer and cookie level.

That’s a game changer, folks.

Every dollar invested can be tracked to revenue allowing you to actively manage and improve pipeline performance.

We call it B2B in the Black…

B2B in the Black (v)

To partner with finance on new marketing models that actively drive pipeline performance.

Proving marketing’s impact on revenue in the language of the business

Introducing new Investment Impact Models (IIM) to measure marketing

Creating fluid marketing budgets that drive lower-cost revenue

Delivering C-Suite-worthy marketing metrics, this year!

Uncovering robust, data-driven routes to revenue growth

Working together, we can prove marketing’s impact and finally transform marketing from a cost center to a profit center.

Join the B2B in the Black Executive Forum Series

The future of B2B marketing is financial accountability.