RV 97 - Distinguishing ROI from Strategic Decision-Making

GTM Live

Chris Walker hosts weekly Private Coaching Events for Vault Subscribers, which opens with covering important and timely industry observations. First, he explores the difference between proving the ROI of marketing programs and leveraging data to make strategic decisions. He highlights the issue of mixing these two concepts in B2B companies, where the data used to prove ROI is often flawed and not suitable for making strategic decisions. Chris emphasizes the need for a standardized and objective data layer that can inform strategic changes.

In the second part of the episode, Chris talks about the key opinion leader strategy in B2B marketing. He shares his experience from his time as a B2B marketer and explains how this strategy differs from influencer marketing. Chris describes how B2B companies can identify key opinion leaders in their industry and build relationships with them to drive product adoption and influence clinical practice change. He suggests that companies should focus on more than just promotion and instead engage key opinion leaders in running studies, building use cases, and pushing the boundaries of technology integration.