Finding the ideal marketing channel mix is a continuous challenge for demand generation directors. Where should you invest? And how often should you reassess where you are investing? What metrics should you be using to determine which channels get more investment?
According to the 2015 State of Pipeline Marketing Report, most B2B marketing organizations use more than 10 different channels. When you consider sub-channels (e.g. LinkedIn is a sub-channel of Social), too, that can make finding the best mix difficult.
So how do you do it and what metrics should you use? To find the best channel mix, marketers must measure and analyze how each channel is driving both revenue and ROI…
