Modern Field Marketer: Balancing ROI Amidst Budget Pressure

Sometimes that’s easier said than done. You’re facing pressures to be at the ‘must-attend’ industry events, you can’t let go of the swag that drives so much foot traffic to your booth, or you’re simply caught in a loop of “but we’ve always done it this way”.

Rather than blindly adhering to tradition, marketers have to critically evaluate how each expenditure contributes to overarching goals and objectives. Understand whether you need to boost brand awareness or generate leads, for example. Every dollar spent should serve that purpose, and you’ll find yourself yielding higher ROI.

This roundtable discussed the realities of taking this approach. We learned from each other, about what’s been working and what hasn’t, and came away with new ideas to apply as well.