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When I worked for a large publicly traded company, we had lots of ways we could spend our marketing budget, but no real sense of which activities were responsible for delivering specific sales.
During a recent meeting, a prospective client asked me a simple question:
“Do you have any data on which activities drive lead generation?”
Without knowing it, he wanted to benchmark his company’s marketing activities.
As human beings, we love to keep score because it fulfills a primal need to compare ourselves to others. Am I “better” than him or her? What must I do to “catch up?” Or is he or she the one who needs to “catch up” to me? Although keeping score can have negative consequences in professional and personal relationships alike, when it comes to marketing automation keeping score – Lead Scoring – can help you accelerate the time it takes to convert a prospect into a customer.
On any given subject, from technological innovation to fashion preferences to sports wagering, the common wisdom is often wrong. In line with this perception is the belief among top and senior management at companies of all sizes that owned media -- the websites, eNewsletters, digital catalogs and social platforms that companies create (often with assistance from a firm such as ours) to promote their products or services -- provides sufficient visibility among target audiences.
