Today’s “modern marketer” has moved from outbound, advertising and intuition-based marketing to a new inbound model that emphasizes digital channels, multiple touchpoints, and data analytics, according to a study from BtoB magazine, sponsored by Eloqua. Respondents to the survey overwhelmingly pointed to the ability to track marketing ROI due to technology (60%) and the use of social media in marketing (58%) as the forces that have contributed most to this change.
Separate results from the study illustrate the importance of ROI to today’s marketers. Asked their most important measure to gauge success, a plurality 35% of respondents pointed to marketing ROI. Marketing’s influence on sales (24%) and conversion rate (16%) were the next most common choices. Read the rest at MarketingCharts.