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The marketing leader says the quarter’s leads were fine and the sales leader agrees. Then they open their reports and discover they are talking about two different groups of people. Marketing is counting conversions that have come in from the website and ads that show meaningful interest in the products
- by Terri Hoffman
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The quarterly marketing review can be frustrating even when the work behind it is solid. The deck is thorough. The numbers are accurate. Paid media, email, organic search, campaigns, website...
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A manufacturer prepares for an important trade show. At the same time, someone is refreshing the website. LinkedIn gets attention when there is something new to share. Sales asks for...
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Most marketing teams have plenty of data. Website analytics tell you who’s visiting. Campaign platforms tell you what’s getting clicks. Your CRM tells you which customers and opportunities are in...
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Most marketing budgets get built the same way every year: take last year’s line items, adjust a few numbers up or down, and call it a plan. That approach is...
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For the better part of the last two decades, “getting found online” meant one thing for your brand: ranking on Page 1 of Google. That’s no longer the most important...
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You know marketing is working. You can see it in the sales pipeline, with high-quality leads coming in. But your CFO doesn’t feel or see any of that. They see...
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Someone on your team can probably open the dashboard right now and show that impressions are up, clicks are coming in, and cost per click looks better than it did...
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Most people hear “marketing management” and picture a person who runs the marketing department. They’re responsible for every campaign, email, and the occasional photo shoot. That’s not wrong, but it’s...
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Houston is a large, competitive market. Energy, industrial, professional services, construction, healthcare, and manufacturing companies are all trying to reach buyers with plenty of options. For a B2B company, being...