Fewer than one percent of all leads turn into customers. This means that 99% of what businesses are doing is not working. If this does not make you want to go home and pull the covers over your head — It should… It is not, “should I invest in ABM?”…

During these dog days of summer is Google really refreshing? While the world has survived Google’s most recent update to the core algorithm, it has had an impact. With so much speculation here are TWO important conclusions that most seem to agree on: · Google is favoring government sites over media sites. · Specialty sites are gaining traction over generalists’ sites. A move from Google to begin better ranking specialist sites within a topic area shouldn’t be shocking. The EAT model Google uses to prioritize the quality of SERPs and algorithms look to better show authoritative sites in search results.

While the article below was first posted in 2017, the foundation for effective internal communication strategies still apply. I have found that all too often we only measure what feels “comfortable”. …

When quantifying marketing campaigns the focus must be on two distinct aspects of what we do: metrics and analytics. Often, these terms are used interchangeably, but in truth they are two very different constructs. What is the difference? Metrics are individual data points related to one specific measurement. Analytics is…

You do not need to be a math “nerd” to understand the importance of analytics. As marketers, we have many tools at our disposal and although it can create anxiety for even the most seasoned professionals, “hard-core statistics” are probably one of the most reliable KPIs. — To that end, learning to utilize the insights derived from regression statistics is no longer a specialty field, but should be understood by any marketing professional in a leadership position. Regression sounds undeniably “mysterious” and to many, mathematics, let alone statistics, can seem out of reach, but it does not need to be that way.