Category: Measurement & Reporting
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Why Your Marketing Attribution Is Wrong (And How to Fix It)
A CMO at a $50M software company told me something that perfectly captures the attribution problem in B2B marketing: “According to our reports, Google Ads drove 60% of our revenue last quarter. But when I talk to our sales team, they say most customers discovered us through LinkedIn content, researched us for months through organic…
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The Customer Journey Map That Actually Drives Conversions (Most Are Just Pretty Pictures)
I’ve seen hundreds of customer journey maps in my 15+ years of B2B marketing. Most look impressive in presentations. Colorful stages, detailed touchpoints, emotional indicators, and multiple personas plotted across awareness, consideration, and decision phases. But here’s the uncomfortable truth: 90% of customer journey maps never drive a single conversion improvement. They’re gorgeous artifacts that…
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The 5 KPIs That Actually Drive Marketing Decisions (And Why You’re Probably Tracking the Wrong Ones)
Here’s a typical conversation for marketing leaders: “I have 47 different metrics in my monthly report,” “I can tell you our email open rates, social media engagement, website bounce rates, cost-per-click across six channels, and conversion rates for every landing page. But when leadership asks if marketing is working, I honestly don’t know what to…
Marissa Homere 