James Cullinane, TechTarget; Tommy Foo, Menlo Security; Julia Zhou, TechTarget
Is it really possible to get multiple elements of a marketing program to work together seamlessly? Can you commit to longer-term engagements despite being held accountable for quarterly results? Yes and yes! Despite some challenges, marketers are increasingly architecting always-on, integrated campaigns that are delivering remarkable ROI – not to mention alleviating some of the burden of 3-month planning cycles. We’ll share some common ingredients of these types of program and offer advice for measuring their impact.