thefunnel

In B-2-B marketing and lead generation due to the length and complexity of the marketing / sales funnel marketers and because of lack of closed loop systems, often have to accept that sometimes the only things that can be measured are impressions or clicks, instead of the true marketing ROI. Even at this level marketers should try to closely examine not only the quality of clicks generated, but also the cost as it turns out that the face value of the cost might be deceptive.   The True Cost of a Click  The True Cost of a Click

Content is King in B-2-B web marketing. We all heard that before, but do you really know which of your content performs the best? Which are your top performing 10 content pieces? How do you measure performance / content? Is it by number of customer engagements, number of leads it generates or by the conversion of leads to sales opportunities? What are the trends? Are they declining or increasing? And how does web content conversion stack up against other elements in the promotional mix, both on-line and off-line . If you can’t answer these questions then is content really King?