How To Optimize B2B Marketing Campaigns For ROI

Have you ever tried to finish a round of golf as the sun goes down? It gets dark, you swing, but you can’t really see where the hole is — you’re just hitting into the dark. That’s what many B2B brands are doing with their marketing: they’re executing campaigns without clearly knowing where the target is or how to measure success.

In this episode, I talk with Lori Turner Wilson, CEO of RedRover Sales & Marketing Strategy and author of The B2B Marketing Revolution. Lori shares her 12 Battles Framework, which gives companies a roadmap to bring clarity, focus, and measurable outcomes to their marketing.

Together, we discuss how to:

• Use market research so you know exactly who you’re targeting and why.
• Personalize your outreach to connect with prospects in meaningful ways.
• Integrate traditional channels like direct mail to complement digital campaigns and reach decision-makers effectively.
• Adopt authority marketing to position your brand as a trusted resource and help shorten the sales cycle.
• If you’re serious about improving your marketing ROI, this conversation offers practical steps you can start implementing now — so you’re no longer “hitting in the dark.”

About Lori:
Lori Turner Wilson is the CEO of RedRover Sales & Marketing Strategy and author of The B2B Marketing Revolution.
URL - marketingresultsguaranteed.com/podcast -- use code "podcast" for special offers

A quote from my book - "Defy the apathy the industry expects of you and declare, 'I deserve guaranteed marketing outcomes and anyone standing in my way will be lovingly removed.'"

Timestamps:

• 00:00 – Introduction: The Challenge of B2B Marketing
• 00:35 – Meet Lori Turner Wilson: Author and CEO
• 02:52 – The Importance of Market Research
• 04:17 – ROI and Marketing Strategies
• 07:33 – Diversification and Risk Mitigation
• 09:29 – The Power of Direct Mail
• 11:03 – Personalization in Marketing
• 14:53 – The 12 Battles Framework
• 22:30 – Authority Marketing and Giving Value
• 24:31 – Conclusion and Final Thoughts

If you found this conversation helpful, subscribe to the B2B Marketing Excellence podcast, leave a comment, and rank the show. Your feedback helps us continue sharing grounded, practical insights to help you succeed.

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