An Executive’s Guide to Confidence in Marketing

Throughout the summer of 2018, we surveyed CEOs of mid-sized marketing companies and had qualitative conversations with them.  We found that most (70 percent) were somewhat or not confident in their marketing strategy, but more (85 percent) expected to spend the same or increase spending on their efforts.

The challenge for marketing has long been that it is not entirely trackable.  How can you measure how people feel about your brand? How can you know with complete certainty whether a LinkedIn post or widget reminded someone about your service and they told someone else to call you?  You can’t. But marketing communications today is as much science as it is art, and there are some new ways to gain confidence in your efforts.

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