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Welcome to my blog, my name is Paul Dunay and I lead Red Hat's Financial Services Marketing team Globally, I am also a Certified Professional Coach, Author and Award-Winning B2B Marketing Expert. Any views expressed are my own.
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Great article Paul. I never considered lead generation in that sense of finding them in conversation, but I definitely will start to do so now. 🙂
@Robert – yes there is surely gold in those conversations!
Great article – however some of these are Non-Financial Metrics – It’s important to remember that ROI to your CFO means – how much revenue is social media bringing in… this is much more difficult to track 🙂
Ok fair enough – Lead and Advocates are more direct ROIs but I can see how you would say Conversations is more indirect of an ROI
Bang on Paul. Measurement abounds, we have so many more immediate measurement now than the direct marketers of the past just in web technology. Toll free DID’s,clicktocall,Google Analytics and they are free. We just have to be creative to drive the visitor to a measurable action. And we have to make sure people understand thatROI anywhere involves measurement metrics.
Thanks Rob and thanks for commenting!
Great article Paul; very informative!
thanks for the comment Jayme!
Agree with Danny. Problem of Marketing has been that CFOs do not understand clicks and conversations. The truth is in the funnel and this is where we need to link to if we talk ROI. One option would be to tag these conversations when forwarding to normal follow-up process – if appropriate – via Telemarketing.
@Lutz – good point – it only counts if you can get it into the pipeline = the truth about conversations is that it will take a longer time to get to the funnel. As you suggest you can assign a comment to someone in the org to follow up on and then graduate that to the funnel if they find an opportunity. Would be great if there was some software that could help with the tracking process!