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Marketing in real life

Anyone experienced in industrial sales knows a click isn't necessarily a lead and a lead isn't a sale. Look at these two emails or Website form submissions and think about which one you would rather get if you had to close the sale or else.
PPC pay-per-click digital advertising with Google Ads, Bing Ads, and other platforms captures leads and counts the number of clicks. This provides great comfort to marketing managers under pressure to defend investments in advertising and document results. Print, outdoor, and other advertising platforms confound those of us looking for hard data documenting results, even when the results may be quite obvious to the happy sales team. And when the PPC ad program is structured well, it can be very effective. That’s why it’s so tempting for B2B marketing managers to throw money at Google Ads and call it a day. But what makes someone click on your ad?
In email marketing, clicks tend to dominate the reporting and analysis. It's easy to compare the click rate from one email blast to another and use the data to make decisions about content, distribution frequency, list segmenting, and other issues. But can relying on click data instead of the most important metric lead to bad decision-making?
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Paul Entin’s Marketing In Real Life explores every facet of marketing from advertising, PR and lead generation to content marketing, direct response and the latest in marketing automation – and more. Paul Entin’s Marketing In Real Life provides real-life insight into the relationship among sales, marketing, and customer service – and the customer – plus quick commentary from epr founder, Paul Entin.

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