Notas del editor

• What We Do
  Invest across multiple channels to diversify spend and optimize cost per opportunity
  In-person field marketing events to accelerate pipeline and drive opportunities within key accounts
  Reasonable mix of nurture, batch emails, webinars, and other ‘free’ campaigns
  
  
  What We Control
  Invest in web optimization, particularly:
  Form conversion rates
  High value web pages
  Hand-raiser paths
  Chat
  Bounce rates
  Stronger emphasis on A/B Testing
  
  
• Marketers have a story to tell and it usually looks something like this (arrow to right).
  We see three main problems with how stories are told:
  The stories are too long
  The stories rely on a linear buyer’s journey
  The stories rely on the buyer seeing most if not all of the story
  The buyer’s journey isn’t linear, and buyer’s only see parts of your story.