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Picture this: you’ve just launched the most robust, creative lead generation campaign yet. The gated asset is evergreen and useful, and the promotion is creative and clickable. You’re probably feeling pretty good (rightfully so); but, the work is far from done.  

The most successful performance-driven marketers are always tracking, reporting and adjusting in real time. They let the data tell a story, and if need be, change the narrative as quickly as possible. In fact, regular reporting may be the most critical piece of a marketing strategy.

Taking a step back (and in case you missed the first two posts in this series), top marketing minds weighed in on building truly performance-driven strategies. The first step is gaining executive buy-in and the second step is more intelligent goal setting. In this final installment, the experts address the importance of campaign reporting. Read on to see what they have to say.  

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The role of marketer and data analyst have become intertwined.

Thanks to more intelligent systems (think HubSpot) and insight into consumer behavior at every step of the buyer’s journey, marketers have the power to apply these learnings and create truly personalized, relevant experiences.

That’s why the most impactful marketing strategies are data-driven.

It’s a simple concept, but it’s not a simple process. In fact, a recent survey from CMO Council and RedPoint Global found that “...only 7 percent of the marketers surveyed early this year say they deliver real-time, data-driven engagements across both physical and digital touchpoints.”

So how can marketers turn the tide, and create more impactful performance-driven marketing strategies?

In case you missed the premier post in this series, the first step (according to the experts) is to align expectations—from marketing to leadership. The second step is more intelligent, intentional goal setting. Read on for tips from the experts to reinvent the way your team approaches goal setting, and ultimately develop strategy that drives bottom-line results.

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As marketers, a failed campaign is our worst nightmare.

But sadly, failed marketing attempts happen every day and everywhere. Forbes says that strategic plans fail for many reasons, including a lack of focus on results, the wrong talent, partial commitment from leadership, and resistance to change.

So, how can teams pinpoint what went wrong and redirect marketing energy?

As Paul Roetzer (@paulroetzer) states in Chapter 8 of The Marketing Performance Blueprint:

“Every marketing plan should start with an honest internal marketing assessment. The assessment should consider perspectives from multiple stakeholders, including marketing and sales leaders, as well as key executives. The more involved the partiers are in the entire strategy process, the easier it is to align needs, goals, expectations and priorities.”

The time is now to transform your marketing program.

At PR 20/20, we utilize a comprehensive marketing audit of 40+ questions that zero in on talent, tech, strategy and performance. As you’ll see below, we’ve broken down audit questions by each of these categories. This audit is a key piece of the puzzle when we start working with new partners to build long-term, custom marketing plans that win executive buy-in and align with stakeholder goals.

Continue reading below for 21 questions to ask your team and guide more strategic planning. For the full 40+ questions, download our Comprehensive Marketing Audit template.

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