Buyer's Journey Efficiency Multi-Touch Attribution Sales Management 
Kevin Indig
APRIL 11, 2023
Attribution models are the most common way to quantify the returns on marketing investments, but not every company can use them successfully. Long sales cycles (+90 days) are the biggest enemy of attribution models, often to the detriment of channels like SEO that play an important role in early touches.
Oktopost
OCTOBER 20, 2021
You might have a fantastic product and the perfect sales pitch, but none of that matters if you don’t have leads who might want to buy what you’re offering. Traditionally, personalization is seen as something for sales to bring into the process once they begin engaging with potential customers.
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Walker Sands
MAY 18, 2023
It’s a great way to generate lead volume quickly while allowing you to quickly negate any non-sales qualified criteria. If you’re targeting multiple buyers, focus on the buyers that drive the lowest CPL and rely on your other marketing efforts to help reach and influence the other buyers at these companies. Not exactly.
Adobe Experience Cloud Blog
JUNE 5, 2019
Marketing is rapidly transforming—from a cost center that supports sales and organizes activities to a revenue generator that sources and contributes to revenue. Look at things like sales qualified or accepted leads, opportunities, pipeline value, and revenue. Focus on effectiveness, not efficiency. Impact measures.
Adobe Experience Cloud Blog
OCTOBER 11, 2018
But the reality is, the ultimate goal of all marketing should be efficiently generating revenue growth, which is measured by ROI. When marketing, sales, success, finance, etc. You manage what you measure! More likely to use multi-touch attribution. In short: effective marketing organizations have high ROI.
Oktopost
JANUARY 12, 2021
For B2B, this means buyers expect a personalized, well-developed, enticing customer experience (CX) from first learning of your brand until closing a sale. CX has become an intrinsic part of the B2B marketing funnel. CX is how your leads and customers see your brand throughout your funnel. What makes your CX stand out?
Walker Sands
NOVEMBER 20, 2020
From brand awareness to lead generation and sales enablement, the modern marketer needs to have a hand in everything. To help set marketers up for success, I led a session at the ITA’s “Level Up” Mini Summit to discuss how to build a solid multi-channel marketing strategy, from integration to attribution, to achieve optimal ROI.
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