22 May '13, 12pm

Marketing Automation & Search – 3 Strategies for Mutual Success

Keywords: For example, marketing automation platforms will give deep insights into which keywords existing leads are using to search for your product or service. Why is this important? Well, if you know how often a typical SEO/PPC lead is going back to Google and using a particular search term to reconnect with your service or product, you can then attribute this lead back to a particular marketing activity which focuses on leads much further up the funnel. This can help with the ongoing issue of attribution when reporting and re-allocating resources. Return on Investment: If you're like most digital marketers, you probably have difficulty correlating ROI to marketing initiatives. The classic case is SEO. You probably know a conversion occurred, but don't know who converted. A good analogy from the sports world is the team score vs. the box score. You might be winning, but...

Full article: http://searchenginewatch.com/article/2269653/Marketing-Au...

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