B2B marketing has always been a complex and fast-moving industry. As a marketing agency director and member of the IDM Business-to-Business Marketing Council, with 15 years’ experience on both client and agency-side, Kirsty Dawe gives us her take on the biggest challenges facing marketers today.
Although the economy is showing signs of recovery, organisations are still cautious about investing large sums of money unless they know that they are guaranteed positive returns. This wariness to invest includes their annual budget allocation and their internal departments. If a department can’t prove its ROI, then it’s very unlikely to see its budget increase over the next twelve months.