The marketing campaign.
Years ago, running a campaign meant developing creative, writing a check, and crossing your fingers that results would follow. As the old adage goes, marketers knew that half of their marketing wasn’t working, but they didn’t know which half. The tools, the channels, and the results were all disconnected pieces, so a lot was left to chance.
The tactics have changed, but the problem is still the same.
Email. Social media. Blogging. Webinars. PPC and ad buys. The channels marketers use today are different, but the problem is still the same: disconnected tools and channels means it’s tough to measure results, and the experience for your leads often feels disconnected.