Beyond Lead Gen: Aligning Your Digital Marketing Strategy To Convert And Keep More Customers
In my role as strategy lead for a digital agency, I have the opportunity to work with many marketers. Regardless of their company, tenure, experience or title, when I ask about the key goal for any campaign, asset or website, the response is always lead gen.
I absolutely support lead gen as a goal, but it should never be the only goal. Much of what I do is educate marketers on the areas within their organizations that can be improved with the right digital experience. This requires marketers to look outside of their own departments and roles to think holistically about the entire company.
What follows are recommendations I commonly make to marketers, why they're important, how to measure them and how to use them to prove greater value.