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Your lead distribution process includes all the steps involved in taking a lead from your initial conversion action (e.g. making a call, completing a contact form, etc.) to the first contact point in your sales process. It’s a critical process to properly measuring ROI as assures leads generated from your marketing channels have a viable opportunity to attribute revenue back to each channel.

The first step in a 5-step process to properly track ROI from your marketing is setting up a lead attribution model. A lead attribution model is like turning on a GPS locater for everyone in your audience. It enables you to put a worth on every effort in your marketing to assure its worth the effort. Setting up a lead attribution model involves 3 steps: Define Key Performance Indicators Update campaign tracking parameters Translate lead…

Times of uncertainty can cause businesses to make emotional decisions. One of these emotional decisions is to quickly cut all expenses viewed as unnecessarily to maintain operations. I get it. Cash flow is important and for certain businesses, it’s just not there to support certain marketing efforts. Instead of coming to a yes or no decision on whether or not to keep certain marketing efforts going, start going into that decision with the mindset of…

Producing a return-on-investment from your marketing can be tough. To get it right, you need to: Know your business objectives Have a plan Quantify your results Qualify your results Test, test and test some more Find out what’s working and do more of it Find out what’s not working and either improve it, or get rid of it This is much easier said than done. In my view, the best way to overcome complexity in…

According to a study done by Rakuten Marketing, 26% of marketing budgets are wasted on the wrong channels or strategies. I would argue this number is even greater. Since 2005, I’ve been evaluating marketing budgets and have noticed most brands, over 95%, aren’t tracking the right things. Brands are wasting their money and don’t have the right information to determine where it is being wasted! The solution to this problem is to identify and evaluate…

As entrepreneurs and business owners, we can easily get distracted and lose focus. I’ve been there many times in my career. We get caught up in the day to day. It’s normal. It happens. Sometimes your business growth is limited by your conscious thoughts and frame of mind. In this video, I’m going to give you a few tips that will help you stay focused on treating your business like a smart investment. It will…

In the last video I talked about how important it is to specify your business growth goals and work backwards to define what key performance indicators (KPI’s) are at play. Your KPI’s are the dashboard of your vehicle. Once you have your end goal defined and your KPI’s in place, it’s time to define a profile of your ideal client(s). This adds a layer of focus to everything you do and every dollar you invest.…

Forward thinking isn’t a business growth strategy. It makes it difficult to measure success and requires a lot of luck in the process. Starting with a specific end goal first and working backwards is a strategy and helps create predictable growth. Watch the video to find out why.

How do you measure return-on-investment from digital marketing efforts? Are you simply getting an analytics report that shows items such as impressions, clicks, page views, etc.? Do you currently attribute converted client revenue to your digital marketing campaigns? If the answer is no to any of these questions, you are setting yourself up for expensive growth and ultimately, failure. I’ve been working in the world of digital marketing for over 13 years and a lot…

Cold calling and cold emailing can be a huge waste of time. The idea behind being proactive and continually reaching NEW prospective clients sounds great, but it comes with a major cost. That cost is time. When you are doing any form of cold outreach you are assuming that the person on the other end is both interested in what you have to offer, has the time to listen and is even qualified to buy…