Video: Maximizing marketing ROI with modern inputs

In this episode of Marketing Demystified, host Jenn Mancusi talks with Sheri Otto, a top B2B demand marketer, about revolutionizing marketing strategies using modern inputs to drive demand and maximizing marketing ROI.

Key topics discussed:

1. Marketing inputs framework: CSR (Customer, Strategy, Resources)
2. Evolution of marketing:
   1. Shift to first-party data collection
   2. Rise of AI and its impact on marketing strategies
   3. Changes in the buyer’s journey and sales cycles
3. AI and predictive analytics:
   1. Using AI as a junior data analyst assistant
   2. Leveraging AI for data synthesis and pattern recognition
   3. Importance of building internal AI models for company-specific insights
4. Common marketing mistakes:
   1. Focusing on tactics without a solid strategy
   2. Abandoning campaigns too quickly instead of iterating
   3. Mismatching CTAs with the buyer’s journey stage
5. Balancing data-driven decision making and creativity:
   1. Using data to inform strategy, not limit it
   2. Applying creativity in execution after data analysis
   3. Considering the “jobs to be done” framework for customer needs
6. Cross-functional collaboration:
   1. Importance of aligning marketing, sales, and other departments
   2. Sharing insights and working together to drive revenue

The episode emphasizes the need for marketers to embrace new technologies, focus on customer understanding, and maintain a balance between data-driven strategies and creative execution to maximize marketing ROI. With the right mindset and strategies it’s all possible.

What questions can we answer about your maximizing your marketing ROI?