By Ed Pierce, Fleet Industry Marketer
Marketing success in many fields still revolves around many indirect success measures – share of voice, cost per impression, share of impressions, and in the digital age, number of followers, website traffic, website interactions, and so on.
Yet, B2B marketing must measure success in more direct terms – revolving around sales success.
During my fleet B2B marketing career, I’ve worked hard to plan and implement marketing programs tied to sales and executive teams. Many times, they use the terms demand gen and lead gen interchangeably, but there are significant differences that marketing leaders should understand.