Marketing is primarily measured by lead generation. But, the budgets available to marketing are rarely enough to meet targets. Worse, lead targets grow faster than budgets, which means the gap between the two will only increase. To bridge this gap, Marketers need to focus on organic inbound lead flow, which is a function of the overall awareness about the company and its products and services.
But, awareness generation is time-consuming, resource-intensive and is not easy to measure objectively. Which means that marketers are now hard-pressed to justify investing in activities that they know will pay off in the long term, but cannot show an ROI in the short-term.
The answer lies in leveraging the content that marketers are already creating to create new assets and publish them on different channels. This requires a holistic view of the marketing function as a whole, and a relentless focus on making the most of your content. View these slides to see some tips on what you can be doing.