Marketers know that engaging potential buyers in informative content is critical to driving new sales and maximizing ROI. But the success of that content is dependent on effective inbound marketing to attract the right prospects and effective integration with outbound marketing to convert incremental sales, revenue and profit.
Key learning points covered include:
- Improve measurements to assess the contribution of website driver tactics and web-based self-serve content
- Prioritize the marketing mix of search, advertising and social tactics driving visitors
- Optimize the effectiveness of integrated multi-contact effectiveness
- Modify lead scoring with better insight into engagement that drives sales
- Build insight to maximize inbound leads that have been shown to be 8 times more likely to convert to sales