And if your marketing stack isn’t interconnected – from bottom-funnel nurturing and scoring activities all the way up to top-funnel outbound demand gen programs – you’re hamstringing martech value and wasting media budget.
For a few years now, high-performing marketers have been integrating CRM and marketing automation systems to close the small loop on inbound marketing programs. This has enabled them to identify the inbound content and tactics driving the most pipeline volume and conversions.
Now these forward-thinking organizations are expanding integrations to close the bigger loop on outbound demand gen initiatives. They can now analyze the specific impact of various content, channels, targeting tactics and media partners leveraged in third-party, outbound marketing campaigns (content syndication, advertising, lead gen, etc.).
The current state of closed-loop marketing for inbound and outbound marketing
Obstacles that prevent most marketing organizations from closing the outbound loop
How to overcome these obstacles
Several considerations for identifying the right closed-loop marketing technology
Closing the marketing loop allows demand marketers to quickly adjust marketing initiatives, media investment and messaging according to newfound intelligence. The quicker these adjustments are executed, the less resources you waste, and the more you can invest in the marketing efforts that generate greater business value.