Most Salesforce marketing people are familiar with John Wanamaker, early 20th century US department store merchant and pioneer of the money-back guarantee, who famously said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Sadly many marketing people still find this funny. But today it’s much easier to track marketing metrics than in 1869 when Mr. Wanamaker opened John Wanamaker & Co. in Philadelphia. With 67% percent of a B2B buyer’s journey being digital, there’s many more activities that can be measured, ...
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