Ever wonder how you can build brand awareness but also track important marketing metrics like cost per lead and conversion rates? Tom Bishop attended the MarketingProfs B2B Marketing Forum and sat in on a session that covered exactly how it can be done. Here is Tom’s KnowledgeVision presentation about the session:
It’s weird, but it looks like I agree with Malcolm Gladwell again.
In his January article, Gladwell states that a social media follower is just about the weakest kind of brand-consumer relationship there is. In the hierarchy of lead quality, the link between a brand and its followers is strongest at purchase, and we do everything we can to bring consumers from the very first step to purchase as smoothly as possible.
If you’re in marketing, you’re building a business. If you’re building a business, you need sales. To get sales, you need leads. It’s a basic equation. Whether you’re delivering campaigns for a storied global enterprise, or printing business cards in your dining room, you need leads. Names. Contacts. Prospects. Suspects. We’re talkin’ people, people!
And the more, the merrier, right? So throw all kinds of budget at the wall. Banner campaigns. Events. Lists. Who cares how you do it, just flood the joint with leads. Leads galore. Leads up to your eyeballs. You want to be sifting through sales prospects until you can’t see straight. You’re swimming in a pool full of 24-karat gold-plated leads. You’re in the money!
Except you’re not.
MyLeftOne 