Over the past year, I’ve had the good fortune to speak with 80+ B2B marketers at leading U.S. companies. I’ve taken extensive notes during each of these discussions and have learned some interesting things. Here’s a few highlights: 1) In nearly all of those conversations, the topic of marketing automation and lead nurturing has come up. 2) [Read more...]
I have observed that a lot of companies have embraced Cost per Lead as a key metric in the management of their marketing portfolio. This measure can be useful in comparing marketing programs (and/or vendors) against each other provided that the definition of a “lead” can be applied equally to all lead sources. But there’s the rub. Having a healthy, diverse portfolio of marketing tactics means that attracting buyers from different places, with different offers, and at different stages of the buying process. The fact that everyone filled out the same registration form on your web site (or that a vendor delivered a contact to you matching your lead capture requirements), does not account for this variety.
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The Yellow Brick RoadThe Lord of the Leads (TLOTL)