In B2B marketing, every touchpoint plays a role in driving engagement, yet many dismiss the value of channels like paid search if they’re not the final touch. If we agree multiple interactions matter, we must credit all touchpoints along the customer journey, not just the last one.
Here’s a lead…
The lead’s first touch is “Direct” The lead’s last known touch is “Organic”
The lead’s last known touch was once “Paid Search” during the time frame of measurement.
Paid search did not generate this lead.
Wrong!?!?
We all agree that #b2bmarketing requires multiple touch-points to compel a person to engage with a company.
If we agree on that, why would we not give credit to all touch-points along the journey.
You can’t agree that something exists, but then refuse to look at it when it’s standing right in front of you.
#Marketing is not magic, it’s a medium for communication. #demandgeneration #b2bmarketing #digitalmarketing #startups
Here’s a lead…
The lead’s first touch is “Direct” The lead’s last known touch is “Organic”
The lead’s last known touch was once “Paid Search” during the time frame of measurement.
Paid search did not generate this lead.
Wrong!?!?
We all agree that #b2bmarketing requires multiple touch-points to compel a person to engage with a company.
If we agree on that, why would we not give credit to all touch-points along the journey.
You can’t agree that something exists, but then refuse to look at it when it’s standing right in front of you.
#Marketing is not magic, it’s a medium for communication. #demandgeneration #b2bmarketing #digitalmarketing #startups
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