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I’m surprised by the number of marketers in the professional services space that hide behind marketing activity for “activities’ sake.” Instead of developing strategies that are supported by some form of KPI, I hear marketers talk anectodally about results.

“We had over 12 touches to the audience with that program” just isn’t that impressive to an accounting professional that wants to really know how campaigns and programs are affecting the movement of prospects through the sales funnel. Online marketing is ripe for improvement and showcasing what marketing can really do, but if we stay in the realm of “fluffy measurement” we will never truly get the recognition or the budget we really need to make a difference.

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