January 23

Marketing Spend Shifting to Below-the-line

Marketing Strategy


This article is a little hard to read if you aren’t up on buzzwords. However, it points to the fact that marketers are realizing that using traditional brand focused media isn’t enought to move the sales needle thus companies are spending more on lead generation.  Link: Marketing Spend Shifting to Below-the-line.

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing. He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. The important thing about lead generation or acquisition is that one needs awareness of a product or service first. What marketers need to realise is that the digital medium closes the loop between tradition off-line awareness campaigns and online calls to action advertising.

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