B2B Marketers Need to Ask "Why Are We Doing This?" More Often

What will successful B2B marketers to be doing more of, or differently, in 2016?

That question was recently posed to me and other regular contributors to B2B Marketing Zone, and 25 marketers responded with a range of insights about content marketing, measuring results, employee advocacy, customer experience and other topics.

The answers to that question—from influential bloggers like Michael Brenner, Paul Gillin, Cheryl Burgess, Jeff Cohen, Carla Johnson, Neal Schaffer, and J-P De Clerck among others—have been compiled in a really great, free eBook, B2B Marketing Trends for 2016.

Here was my contribution the eBook:

Ask "Why Are We Doing This?" More Often

If your CEO isn't already asking you that question, (s)he is always thinking it, whenever it involves marketing expense. Marketers with the longest job tenure design, execute and internally promote programs that have a direct (or very strong indirect) correlation with tangible business outcomes their CEO can understand, which includes revenue generation, client acquisition and retention, and market share.

It was an honor to participate in this eBook, and a great opportunity to learn from the other contributions. I highly encourage all marketers to download a copy of B2B Marketing Trends for 2016.

It's a quick read, and well worth your time.