Account Based Marketing (ABM) over the years has grown to be an effective B2B marketing strategy. Approximately 85% of B2B marketers say that ABM delivers higher ROI than any other marketing initiatives. The B2B sales funnel is a lengthy process; one where leads must be carefully nurtured into a sale. This process isn’t targeted toward one…
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Whenever we engage with a new client, one of the very first pieces of information we are presented with are their target audience personas. Typically, they constitute the varying characteristics of who it is we are looking to target via attributes such as interests, challenges, lifestyle attributes, wants, desires and more. We then use these…
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Every digital marketer is well aware of the rising adoption of mobile across the globe. In early 2015, Google announced that in many countries, including the United States and Japan, there are more searches performed on mobile devices than on desktop or laptop computers. Mobile adoption has changed the way marketers approach websites, landing pages,…
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Success in digital marketing today means understanding what the critical metrics are for successful lead generation programs. That’s why we created the Lead Gen Metrics Timeline. Our new infographic follows the chronological journey from Spend to MROI and Optimization, providing specific numeric examples for each metric. Get the new Lead Gen Metrics Timeline and understand…
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As marketers we have more often than not become conditioned to the fact that if you want leads, you can’t have a strategy that is aimed at garnering awareness and if your goal is awareness; you can’t have a strategy aimed at garnering leads.
Well, I’d like to argue that this is a roadblock that can be passed. In short, you can have an awareness strategy that is rooted in lead generation. More specifically, you can still generate leads via non-gated assets.
Virgin Atlantic and Del Monte recently announced major changes in how they measure online media – from search to social to display. Last-click to conversion is not the end all and marketers are looking across channels for answers. Traditional metrics for online media are meaningless without looking at the big picture, which should include attribution…
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Of the following three goals: customer acquisition, brand awareness, and customer loyalty, which would you expect to be the most important among US social media marketers? If you guessed customer acquisition you’d be incorrect. Turns out it’s brand awareness, but why? Isn’t lead generation and customer acquisition the lifeblood of every company? Well, yes, but without…
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It amazes me when I see advertising that does not have a call to action or, even worse, has an anemic one like “learn more.” Sure, it’s difficult to ensure that your banners and search ads have something appealing to offer besides a catchy graphic or tag line but c’mon – every company has something…
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The lead generation metrics needed to truly “close the loop,” marking the journey from spend to MROI (media return on investment).
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