LeadG2, on March 12, 2012
Marketers love digital because it’s measurable, but there seems to be a lot of unwarranted hype about the importance of the click-through-rate (CTR). While the CTR is one form of measurement, research tells us focusing solely on the CTR is an expensive mistake. Here’s why:
LeadG2, on February 23, 2012
Mike Anderson, on January 9, 2012
Last Friday's story from Research Brief reminds us that while more executives expect measurable results from their marketing investment, relatively few of their providers are able to demonstrate that ROI. (Click here to see that briefing.)
Emily Estey, on September 13, 2011
Why, oh why, as salespeople, do we put ourselves in a position without access to the person who actually makes decisions on where dollars will be spent? Maybe it's important to look at why we aren't invited to the big kids’ table. It's because there are lots of people around us who have bad manners. They don't set agendas for meetings. They don't contract for next steps. They have nothing relevant to talk about, so they are perceived as time wasters (and they probably chew with their mouths open).
When a client does not want to renew a campaign due to lack of results, it usually comes down to a single issue: the seller did not properly set expectations prior to the campaign launch. Some of the things you will want to discuss ahead of time:
