Attribution

Advertising doesn’t work, and we’re all heading in the wrong direction

When your company’s website cannot produce a healthy conversion rate from sources of traffic primed with intent (organic, direct), you have a messaging, product, or...

Micro Post

#CEO: “Advertising doesn’t work, and we’re all heading in the wrong direction. Leads cost too much!”

Here’s a recipe for a “improperly judged #B2BMarketing soufflé.”

• 1 part approved messaging that aligns with brand
• 1 part alignment on target ICP audience
• 1 part above average CTR
• 1 part below average CPC
• 1 part above average engagement
• 1 part “tons of traffic to the website”

Looks good, right?

Why is there such a bad taste in the CEO’s mouth?

One more ingredient…

• 1 part 0.75% website conversion rate from any and all sources of traffic (that’s really bad, if you didn’t catch the tone)

When your company’s website cannot produce a healthy conversion rate from sources of traffic primed with intent (organic, direct), you have a messaging, product, or other fundamental problem that paid media alone cannot fix.

#Marketing is not magic, it’s a medium for communication. #demandgeneration #b2bmarketing #digitalmarketing #startups

#CEO: “Advertising doesn’t work, and we’re all heading in the wrong direction. Leads cost too much!”

Here’s a recipe for a “improperly judged #B2BMarketing soufflé.”

• 1 part approved messaging that aligns with brand
• 1 part alignment on target ICP audience
• 1 part above average CTR
• 1 part below average CPC
• 1 part above average engagement
• 1 part “tons of traffic to the website”

Looks good, right?

Why is there such a bad taste in the CEO’s mouth?

One more ingredient…

• 1 part 0.75% website conversion rate from any and all sources of traffic (that’s really bad, if you didn’t catch the tone)

When your company’s website cannot produce a healthy conversion rate from sources of traffic primed with intent (organic, direct), you have a messaging, product, or other fundamental problem that paid media alone cannot fix.

#Marketing is not magic, it’s a medium for communication. #demandgeneration #b2bmarketing #digitalmarketing #startups

Latest Articles

View All

Setting Realistic SaaS Demand Generation Lead Goals

Setting SaaS demand generation goals that are attainable for your organization and in line with KPIs for your business is critical. It's critical that your objectives address KPIs for your company and are realistic based on the advertising channels you're using, as well as the approach behind each.

March 6, 2022

Setting Realistic SaaS Demand Generation Sales Goals

When defining your SaaS demand generation strategy it's important to outline the fundamental metrics that will impact your startup and set clear expectations. Here are a few demand generation considerations we've learned from years of working with B2B SaaS startups.

March 6, 2022

So, you’re creating a paid social ad

The stages of a buyer’s journey are curated by your #B2BSaaS’ ability to execute on the fundamentals of...

March 6, 2022