Tag: roi
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The Attribution Nightmare Every B2B Marketer Knows (But Won’t Admit)
Every B2B marketer has that sinking feeling when the CEO asks, “Which campaigns are actually working?” The Attribution Horror Stories You Recognize: Pain Point #1: The Vanishing Touch Point Problem Prospects research you for months before you know they exist: Pain Point #2: The False Hero Campaign Your Google Ads get credit for deals that…
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Your Lead Scoring is Creating Terrible Sales Handoffs (Here’s the Fix)
When sales consistently rates your “hot” leads as garbage, the problem isn’t with sales. The Mistake: Building lead scoring models based on marketing activity rather than actual buying signals and sales feedback. Why It Happens: The Real Cost: The Fix – 5-Step Recalibration: Ask your sales team this week: “What makes you excited to call…
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Why 73% of Marketing Directors Can’t Explain Their ROI (And the Scrappy Framework That Fixes It)
The $2.4M Question That Stumped a Marketing Director Picture this: You’re in the quarterly board meeting. The CFO leans forward and asks the question every marketing director dreads: “Can you show me exactly which marketing activities drove our $2.4M in revenue this quarter?” You pull up your dashboard—beautiful charts, colorful graphs, impressive-looking metrics. But as…
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How To Use Marketing Analytics for Truth, Not Fiction
There’s a high probability that your marketing analytics dashboard is a work of fiction. Those beautiful charts showing steady growth, optimal conversion rates, and impressive ROI? They’re telling you what you want to hear, not what you need to know. According to Forrester, “proving ROI with analytics” is a top-three challenge that hinders B2B marketers’…
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Understanding the B2B Marketing ROI Deception
That beautiful dashboard showing your marketing ROI? Those perfectly optimized attribution reports? The quarterly presentations where you confidently declare marketing’s contribution to revenue? Most of it is probably not helpful or particularly useful. Here’s the uncomfortable truth: 90% of B2B marketers measure ROI, but most are measuring the wrong things in the wrong ways for…
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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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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…
Marissa Homere 