How many of us have made marketing decisions based off our ‘gut feeling’ or even worse - been forced to execute a marketing program based off of someone else's gut feeling? In this webinar, led by CallRail’s Demand Generation Manager, Ashley Coleman and Content Marketing Manager, Erica Hawkins, we discuss three things you can do differently to put yourself in a position to make informed, confident marketing decisions when executing, tracking, and evaluating campaigns. Actionable Takeaways from This Webinar Event: 1. Proven methods for creating content that drives conversions. 2. Tools and strategies that will enable you to track full lead attribution. 3. How to harness customer insights to make smarter marketing decisions.

1. Check Yourself Before
You Wreck Yourself
3 Actionable Strategies to Improve
Your Marketing Approach
February 23, 2016

2. Ashley Coleman Erica Hawkins
Demand Generation Manager Content Marketing Manager
@i_am_coleman @ericahawkinsatl
#checkdontwreck

4. 1. CREATE
2. TRACK
3. HARNESS
#checkdontwreck

5. Create Content
with a Purpose
1.
#checkdontwreck

6. “93% of B2B marketers
use content marketing,
but only 42% say they’re
effective at it.” - HubSpot
#checkdontwreck

7. What’s Your Goal?
Driving Leads to Your Site
Generating & Nurturing Prospects
#checkdontwreck

8. Driving Leads
To Your Site
Keyword Research
Quality Content
Plan, Produce, Analyze
#checkdontwreck

9. Generating &
Nurturing Prospects
Gating Premium Content:
White Papers
Case Studies
Creating Nurturing Campaigns:
Email Campaigns & Scoring
Sales Outreach #checkdontwreck

10. Is Your Content
Converting?
#checkdontwreck
▪ Marketing Automation
▪ Custom Dashboards
▪ Google Analytics
▪ UTM Parameters
▪ Track Your KPIs

11. Track Full Lead
Attribution
2.
#checkdontwreck

12. What are You
Currently Tracking?
Is it…
Measurable?
Dependable?
Efficient?
#checkdontwreck

13. Unreliable Tracking
Methods...
▪ Frankenstein reporting
▪ Promo codes & custom redirect links in print
▪ Sales team dependency
▪ Hand written email addresses
▪ Not tracking at all
#checkdontwreck

14. Where are Your Lead
Attribution Blind Spots?
How can you fill lead attribution gaps to
view the full lead lifecycle?
#checkdontwreck

15. “The number of inbound
phone calls driven by mobile
search is expected to double
by 2018, reaching an
astounding 73 billion calls.”
- BIA/Kelsey
#checkdontwreck

16. National
Builder Supply
#checkdontwreck
Implementing call analytics
decreased AdWords spend.

17. Harness Customer
Insights
3.
#checkdontwreck

18. People are more than
just numbers
Engage with & listen to your customers.
#checkdontwreck

19. What are Your
Customers Saying?
Customer Success
Customer Support
Sales
#checkdontwreck

20. 20
#checkdontwreck