According to a Marketing Leadership Council poll, close to 75% of b2b marketers have reduced their marketing investment by at least 10%. Much of those cuts have come from marketing communciations, hence the need to ensure that any effort spent in this area can deliver the best possible returns.
They have also produced a useful tool to help marketers evaluate the effectiveness and consistency of their communication efforts.
MLC_11x17_Anatomy_of_a_Best_In_Class_Communications_Campaign.pdf
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