How To Measure Paid Media ROI (ROAS)


Cost Per Opportunity (CPO). Even though it generated fewer clicks and fewer leads, it generated twice as many sales opportunities, and therefore, had half as high of a cost per opportunity ($200 CPO compared to $400 CPO). Paid Media - whether it’s search, social, display, etc. -


5 Ways to Optimize B2B Social Media…And Get Results!


The Aberdeen Group’s Chief Procurement Officer (CPO) Summit in Boston last week was an insightful learning experience—learning that I will enjoy sharing with you over the next few pieces on my blog.

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Trending Sources

Facebook May Have Just Ushered in a New Era for Mobile Video


Sheryl Sandberg, COO; Chris Cox, CPO; and Mark Zuckerberg, cofounder and CEO, have all flatly said that Facebook is a tech company. For years, Facebook has denied that it’s a media company.

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The ROI of Events: What You Should be Measuring

Modern B2B Marketing

Of the people who attended your show, you ideally want to determine how many opportunities were created, how much pipeline, how many were closed/won and for how much bookings, and cost per opportunity (CPO).

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How to Reduce the Cost of a B2B Lead


At the recent Aberdeen Group Chief Procurement Officer (CPO) Summit in Boston, we heard loud and clear, the buyers’ viewpoint. That’s a question that keeps almost every B2B marketer up at night.

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