Under increased pressure to help drive revenue during this challenging business climate, many advanced marketers are beginning to look beyond ROI metrics like Cost Per Lead and are digging at deeper analytics like Cost Per Opportunity. Of course, these advanced measurements require more sophisticated lead management and closer alignment between sales and marketing departments, but the trailblazers in these areas are seeing significant payoffs in closed deals.
The intersection of search engine marketing and demand generation is narrowing substantially as more budgets are shifting offline dollars to online media and also getting more sophisticated about how they convert traffic into opportunities.
Several of the speakers at this week’s Search Engine Strategies Conference & Expo in New York shared success stories on how search optimization efforts, coupled with demand generation strategies, had resulted in a higher volume and improved quality of opportunities for their sales organizations.
