A few weeks ago, we wrote about the importance of turning data into knowledge. For us, that happens at the intersection of performance metrics and client feedback.
We know the campaign numbers – how many contacts came from each marketing channel and whether the lead initiated contact by phone, a website form, a social media message, etc. Our clients know the results of those conversations – did the contact result in an appointment? A proposal? A signed contract or sale? And if not, why?
The results are what indicate marketing success. This week, we’re celebrating several wins—one less obvious than others.
First, the most obvious. We have a mid-Atlantic B2B client that shares conversion data about leads, proposals, and sales in our monthly marketing meetings. In 2024, they generated over $1 million in new business from inbound leads. It’s a good news message we love to hear.
The less obvious win came from a client who stopped their social media campaign. The data is good in this case, but the online engagement hasn’t translated into desired new customer revenue. The hard ROI isn’t there, and we have enough data and time to see consistent results. It’s a win for the client because together, we created the knowledge that while social media helped with long-term brand awareness and customer loyalty, it didn’t bring new customers to the doors the way other channels do. So, it makes sense to reallocate the investment to where they will get the best results.
Results matter. We believe that making smart decisions based on results and knowledge is always a win because we can collectively focus our efforts where they do the most good.
We also know that things change, and what worked in 2024 will likely be different in the near future, and then it will change again. Experienced marketing professionals never rest on past results, and that’s another reason for monthly strategy meetings – looking to the horizon.
If you’re not getting the knowledge you need to make smart marketing decisions, let’s talk.
