Where Should You Really Be Spending Your Marketing Budget?

With more channels, platforms and tools competing for budget, it is increasingly difficult to know which marketing activity is genuinely contributing to business results. High engagement can look impressive while doing little for pipeline, sales or long-term customer value. The focus will be on helping businesses make more confident choices about where marketing money goes. We will look at how different channels contribute across the customer journey, what meaningful measurement looks like when buying cycles are long, and how activity can be tested without wasting budget. Attendees will have a stronger basis for challenging vanity metrics, linking marketing to commercial goals and deciding what deserves more investment, what needs changing and what should stop.