Here’s a conversation that happens in a lot of marketing organizations right now. The CMO wants to prove marketing’s contribution to revenue. Someone on the team identifies the culprit: messy CRM data. So the team runs a cleanup project: deduplicates records, standardizes entry fields, patches the integration between the marketing automation platform and the CRM. … Continue reading Your CRM Attribution Is Lying to You. Here’s What to Do About It.
Author: Terry Guttman
Terry is a seasoned marketer and strategic thinker with extensive experience in paid media, data analytics and measurement. He enjoys digging deep into complex issues to uncover insights and develop actionable solutions that move organizations forward.
From Dashboard Wins to Real Revenue: How Modern Measurement Unlocks Marketing Growth
Most marketing teams aren’t making bad decisions. They’re making decisions based on incomplete information, and they don’t always know it. Last-click attribution has been the default measurement model for years, and it’s easy to understand why. It’s simple, widely available, and produces numbers that look clean in a report. When your CFO asks which channels… Continue reading From Dashboard Wins to Real Revenue: How Modern Measurement Unlocks Marketing Growth
Your CRM Attribution Is Lying to You. Here’s What to Do About It.
Here’s a conversation that happens in a lot of marketing organizations right now. The CMO wants to prove marketing’s contribution to revenue. Someone on the team identifies the culprit: messy CRM data. So the team runs a cleanup project: deduplicates records, standardizes entry fields, patches the integration between the marketing automation platform and the CRM. … Continue reading Your CRM Attribution Is Lying to You. Here’s What to Do About It.
How to Generate Leads in Google Local Services Ads
Generating new leads is part of the lifeblood of your business and requires quality traffic to help reach your target market. And if you’re a business that relies on a geographical region to pull your business, targeting your local areas gives you some of the highest-intent leads possible. However, not all leads are created equal. … Continue reading How to Generate Leads in Google Local Services Ads
How to Convert Web Traffic into Leads
Part of performance marketing is driving website traffic, but websites are largely responsible for converting users into paying customers. A webpage’s layout, functionality, and copy all contribute to how well it performs. This article explores how to convert traffic into leads so you can get the most out of your traffic-generating investments. What is a… Continue reading How to Convert Web Traffic into Leads