When trying to measure the ROI of your website, you need to take into account the ways you engage prospective customers when they’re earlier in the buying process. Yes, some people are ready to start some sort of relationship with you; meaning, of course, that they fill out the lead form. (You’re only asking for the least amount of information, right?).That’s a measurable success. But don’t forget those who were engaged enough to spend some time on your site, gather information,…

...continue to read "Is Your Lead Generation Site Proposing Marriage on the First Date?"

I’ve heard my brother Jeffrey explain the difference between ROI [define] and marketing accountability hundreds of times, but I realized we’ve never shared it in a public forum.

A recent exchange he had with Brian Carroll on his B2B Lead Generation Blog offers the opportunity.

Brian writes:

CEOs continue to demand better ROI measurement and accountability from marketers.

As a result there’s been a surge of interest in software and tools to manage the process of lead management, lead nurturing and lead generation with a greater…

...continue to read "ROI & Accountability: How Marketers Fool Themselves"