My paid search campaigns are underperforming, and so are yours. It’s a fact. We all know it’s true, and we’re fortunate that they are. If they weren’t underperforming, our roles as marketers would be in danger.
The fun part is figuring out why they are underperforming.
Now, if you’re in the B2B space, then you know the importance of keeping the sales team happy with “hot” leads. The reality is that B2B marketing is a weird balance of generating marketing-qualified leads and sales-qualified leads.
