Tag: Marketing Strategy
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Why Multi-Touch Attribution is Failing Marketers in 2025 (And What Actually Works)
The $100 Million Attribution Problem Nobody Talks About I’ve watched countless marketing teams make the same expensive mistake: investing months and significant budgets into multi-touch attribution systems that promise clarity but deliver confusion. Multi-touch attribution (MTA) isn’t just underperforming in 2025—it’s actively misleading marketing teams into poor decisions. Here’s why, and more importantly, what successful…
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Why Your Marketing Attribution Reports Are Lying to You
Marketing attribution is broken. I don’t mean it’s imperfect or needs improvement. I mean the fundamental way most companies track marketing performance is systematically misleading them into bad decisions. The problem: Attribution models were designed for simple, direct-response marketing. But B2B marketing doesn’t work that way anymore. The result: Marketing budgets allocated based on false…
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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 Lead Generation Strategy That Outperforms Paid Ads (And Costs 80% Less)
A marketing director recently shared something that surprised me. “We’re spending $50K per month on LinkedIn and Google ads. Great click-through rates, decent conversion rates, but the leads are… mediocre. Meanwhile, our best customers keep coming from this one lead generation strategy that costs us almost nothing to run.” When I asked which strategy, she…
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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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Why Strong Branding Is Your Most Undervalued Revenue Driver
Have you heard this before? “We spent $2 million on performance marketing last year and can track every dollar to revenue. But we can’t justify spending $200K on branding because we can’t measure the ROI.” Here’s the problem with that thinking: branding isn’t an expense you can’t measure—it’s a revenue multiplier you’re not tracking properly.…
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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…
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Why Most AI Marketing Fails (And How to Fix It)
I’ve been in B2B marketing for over 15 years, and I’ve never seen marketers more excited—or more frustrated—about a technology than they are about AI. The excitement makes sense. AI promises to solve our biggest challenges: creating better content faster, understanding customers at scale, and proving marketing ROI with precision. The frustration? Most AI marketing…
Marissa Homere 