As marketers we can get caught up in all of the nuances of specific campaigns, emails opened, calls-to-action clicked, forms filled out, events attended, and more. The challenge is that at times we may not be seeing the forest for the trees.

While numerous potential measurements exist, some key marketing metrics can help guide results across your strategy. In this blog, we’ll take a look at one of those metrics: buyer journey conversions.

I’ll cover the details surrounding the purpose, application, technology and benchmarking you can use to develop this key marketing metric. Let’s step back for a minute and consider that linear buyer journeys rarely take place.

The path for each contact to make it through to the ultimate decision to purchase your goods or services is rarely the same. For example, one customer may review information on your website, read a reminder email, talk to your sales team, then work with your sales team to begin evaluating what you have to offer.

Another customer may attend an event, fill out a “contact me” form, receive a follow-up email, browse your site, and finally receive a call back from your sales team that converts them to an opportunity. Both examples show forward progress towards the same outcome, though each took a very different route. Read more from…

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