Summary When a new client can take a year to come on board, last month's leads and website traffic tell only part of the story. A useful set of B2B marketing metrics shows whether you're becoming more visible to the right clients, creating credible opportunities and helping those opportunities progress. Here's a practical way to measure and report that contribution without pretending every contract can be traced back to a single campaign. If you're responsible for B2B marketing metrics at an...

Why marketers need to look at visibility as well as traffic

Voice search SEO can sound like another specialist branch of marketing to add to the list. But voice search is interesting for a simpler reason: it shows what happens when people no longer have to adapt the way they think to the way a search box works. We have all learned to Google like slightly malfunctioning robots. Need an architect for an extension? You might type: architect extension Buckinghamshire You would never walk up to another human being and say that. Given the choice, you are...