OUTCOME-BASED MARKETING: THE CASE FOR A PERSPECTIVE-SHIFT IN B2B

Summary from the TLDR Marketing newsletter

Many B2B marketers work backwards to connect the dots between channel-based KPIs and business performance — and struggle to meet C-suite expectations. This report covers a fluid and agile approach to B2B marketing called outcome-based marketing. The approach starts with a North Star business objective and requires that everything else follow. Its formula is as follows: name the outcome, build a strategy on how to get there as efficiently as possible, and craft the messaging and media plan with an audience-obsessed mindset.