Achieving the optimal marketing mix is challenging, especially for B2B businesses. Top- and bottom-funnel investments, like brand building, demand generation and sales enablement, pay off at different rates and in different ways and need to be adjusted based on growth goals. There are three key inputs to optimize your marketing mix:

1. Best Practices
   Understanding how top- and bottom-funnel investments pay off at different rates, and in different ways​
    
2. Competitive Spend Benchmarks
   Competitor spend and resulting revenue impact can help you understand the industry stimulus-response curve
    
3. Econometric Time-Series Data
   Examining variables overtime, like weekly spend and corresponding return, is key to identifying trends and making intelligent decisions

Download the framework for detail into these inputs and get 6 critical dos and don’ts to optimize your B2B marketing mix.

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