Organizations (and marketing practitioners) often put too much emphasis on how many leads marketing got in the door and not enough on how marketing aided and influenced the lead in order to help close the sale. In today’s world marketing’s job is to ensure that the size and quality of pipeline is improving, the length of the sales cycle is shrinking and the average basket size of sale is growing. More sales, faster and for more money.
Today’s digital world has finally allowed this level of influence to not only happen, but also to be measured and optimize. After this session and discussion, you’ll be able to:
- Better measure the ROI of campaign influence across the entire sales lifecycle
- Integrate platforms like AdWords with CRMs to present perfect content throughout the sales cycle
- Target advertising to individuals based on their interactions with your site and sales team