#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