There’s a laser focus these days on “accountability” for B2B demand generation campaigns. Every dollar spent on B2B marketing is expected to generate a positive return on investment. If it doesn’t, the source, channel, and marketer who requested the budget is going to be held accountable.
From our perspective as a B2B demand generation provider, the practical definition of “accountability” is pretty straightforward, it’s a function of quality and transparency, both of which we take very seriously here at Bython. Our customers hold us accountable for delivering opportunities that meet the criteria we’ve agreed to, and they want clear, actionable updates about their results.