Re-thinking customer acquisition: What you cannot measure sometimes matters most

• Customer, Re-thinking

5 min. (1006 words)

re-thinking-customer-acquisition:-what-you-cannot-measure-sometimes-matters-most

We recently signed a major tech player as a client – a brand we were proud to add to our portfolio. As a marketer, I wondered what drove them to sign: was it our recent email marketing campaign? A new whitepaper? The 1:1 advertisement that made them take a demo?

It was none of the above. One of their employees saw us at a trade show six months ago and loved our presentation. It stuck with her half a year later when her colleagues were evaluating new webinar solutions. This is pretty typical human behavior: we have a thought, file it away and don’t revisit it until the topic is raised again.

But this is maddening to marketers, who expect things to unfold sequentially. We’ll contact a prospect, usher them through each stage of the funnel, nurturing at every turn, and they’ll become a customer. Then we can see what converted them – which marketing tactic we can “attribute” to the sale, so we can invest more in what’s working. The rise of data-driven marketing has made us want to attribute marketing tactics to sales. But that doesn’t account for what you can’t measure. And it certainly doesn’t mean you should pour all your resources into a few tactics.

Imagine going to a symphony. You’re enthralled with a trumpet solo and spend the rest of the evening listening specifically to the brass section. But would you leave the performance wanting to hear an orchestra of just horn instruments, without the strings, percussion, woodwinds and keyboards? I doubt it.

Marketers too often double down on one section of the orchestra, one segment of their marketing strategy. We forget that converting a prospect at your user conference disregards the long email nurture campaign that got them there in the first place. The article your PR agency secured drove people to your website, but it was the download of a customer case study that got you their contact information.

Fifty-six percent of marketers say attribution is important; another 33% say it’s nothing short of critical. Unfortunately, it’s not that simple. The problem is not that you shouldn’t look at attribution, but you shouldn’t have the mindset that you are in control as a marketer. The trend toward attribution creates a mindset that marketers simply need to develop a formula and they’ll reap the benefits.

I just don’t think our prospects are so simple that we can accurately credit one touchpoint for triggering a complex buying decision. We create these internal formulas for multi-touch attribution, claiming they’re nuanced. But these formulas tend to illustrate what we are prioritizing rather than what’s influencing our customers – marketers weigh these formulas according to what’s most important to us.

Marketers should use attribution reports to assess trends and relative impact, absolutely. But it’s a slippery slope to draw big conclusions from absolute numbers. For example, comparing the win rate of deals that include one type of touch versus another is reasonable. But concluding that one specific touch-type drove a certain amount of pipeline – solely on its own – is not. Some channels may see less conversion simply because there is more competition on that platform from your peers. Or the problem could be your execution rather than the channel itself. An attribution report can’t tell you why a tactic is underperforming, so that’s where marketers come in. It’s on us to be able to analyze and to optimize our efforts, place multiple bets on different channels, and trust that what we cannot measure will pay long-term dividends.

For my company, that meant taking some resources away from digital programs and putting them toward human-based evangelism. We launched a global event series, created dedicated customer workshops, live events and internal marketing programs aimed at key strategic accounts. These are bets we place trusting they will work out – even if it’s difficult to measure. We’ve hosted dinners so customers can network with their peers and learn new ways to leverage our solution. We’ve worked to “pay it forward” by doing testimonials and case studies for solutions we use in the marketing world. We try to cultivate true relationships with advocates and turn them into lifelong ambassadors.

Don’t get me wrong: I love data as much as the next marketer. But its seductive power is in making us think it can measure and control everything. It simply can’t. And if it did, why would we even need marketers? You could just automate the campaigns that work best for your company and get the results.

It’s not that attribution doesn’t add value. It’s that we marketers add a whole lot more. That conversation over dinner in which you truly connect with a customer and understand their distinct needs – the value of that can’t be entered into Salesforce. You can’t measure how quality customer service or personalized marketing content creates a brand ambassador who spreads the virtues of your solution to their peers through word of mouth.

Data can only measure the quantitative, but the qualitative marketing and real connection is so much more important than an open or click-thru rate. And the qualitative cannot be measured. So the next time you’re looking for a magical recipe or algorithm to measure your marketing efforts, just remember: the only formula for good marketing is that there is no formula.

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.


About The Author

ON24, where he is responsible for the company’s global marketing, communication and brand strategy. He has over a decade of experience creating and marketing innovative products in the enterprise and SaaS software markets. Before joining ON24, Hyland was the CMO at Taulia, the SaaS market-leading financial supply chain company. He holds a Bachelor’s degree from Dartmouth College.




122 comments

  1. It’s remarkable to pay a visit this site and reading the views of
    all colleagues regarding this post, while I am also eager of getting know-how.

  2. Can I simply say what a comfort to uncover an individual who really knows what they’re discussing on the internet.
    You definitely know how to bring a problem to light and make it important.
    More and more people really need to check this out and understand this side of
    your story. I was surprised you’re not more popular since you most certainly
    possess the gift.

    Feel free to surf to my website Gold Leaf CBD Gummies Cost

  5. It is the best time to make some plans for the long run and it is time to be
    happy. I have learn this put up and if I could I want to counsel you few fascinating things or advice.
    Maybe you could write subsequent articles referring to this article.
    I want to learn even more things approximately it!

    Also visit my web site: Syner Sooth CBD Gummies

  8. Write more, thats all I have to say. Literally, it seems as
    though you relied on the video to make your point.
    You obviously know what youre talking about, why throw away your intelligence on just posting videos to your blog when you could be giving us something enlightening to read?

    Also visit my blog: Ultra Cut Keto Reviews

  9. Hello There. I found your blog using msn. This is an extremely well written article.
    I will make sure to bookmark it and return to read
    more of your useful info. Thanks for the post. I will definitely return.

    Feel free to surf to my web site … DFine8 Reviews

  10. Hurrah, that’s what I was seeking for, what a
    information! present here at this web site, thanks admin of this web page.

  11. I absolutely love your blog.. Excellent colors & theme.
    Did you build this web site yourself? Please reply back as I’m hoping to create
    my own website and would love to learn where you got this from
    or just what the theme is named. Kudos!

  18. Asking questions are genuinely pleasant thing if you are not
    understanding something totally, except this article offers fastidious
    understanding even.

    Feel free to surf to my web-site SlimX Keto

  19. Hi, I think your blog might be having browser compatibility issues.
    When I look at your blog in Ie, it looks fine but when opening in Internet Explorer,
    it has some overlapping. I just wanted to give you a
    quick heads up! Other then that, wonderful blog!

    Feel free to visit my website … Keto Complete [bbs.tanwanly.com]

  20. I don’t know if it’s just me or if perhaps everyone else experiencing issues with your site.
    It seems like some of the written text in your content are running off the screen. Can someone
    else please comment and let me know if this is
    happening to them too? This may be a problem with my web browser because I’ve had this happen before.
    Appreciate it

    Feel free to visit my homepage … Rhys

  22. After looking over a few of the blog posts on your site,
    I honestly like your way of writing a blog. I saved it to my bookmark webpage list and will be checking back in the
    near future. Take a look at my web site as well and tell me your opinion.

    my webpage – OracleLeaf CBD

  23. Thank you for the good writeup. It in fact was once a entertainment account it.
    Glance advanced to more brought agreeable from you!

    By the way, how could we communicate?

    Check out my blog post Vernita

  24. I think this is one of the most important information for me.

    And i’m glad reading your article. But want to remark on few general things, The website style is ideal,
    the articles is really nice : D. Good job, cheers

    Feel free to surf to my web blog – Virectin Review

  25. Thank you for every other excellent post. Where else could anybody
    get that type of information in such an ideal manner of writing?
    I’ve a presentation next week, and I am on the look for such information.

    Also visit my web-site … Blossom CBD

  26. Hey this is somewhat of off topic but I was wanting to know
    if blogs use WYSIWYG editors or if you have to manually code with HTML.
    I’m starting a blog soon but have no coding experience so I wanted to get guidance from someone with experience.
    Any help would be enormously appreciated!

    my homepage :: forum.canerildes.com

  29. Write more, thats all I have to say. Literally, it seems as though you relied on the
    video to make your point. You clearly know what youre talking about,
    why throw away your intelligence on just posting videos to your site when you could be
    giving us something informative to read?

    Feel free to surf to my blog post: D-Fine8

  30. Hello there, You have performed an incredible job.
    I’ll definitely digg it and in my view recommend
    to my friends. I am confident they will be benefited from this
    site.

    Look at my website … Juliane

  33. A lot of thanks for all your valuable work on this web site.
    Kate delights in working on research and it is easy
    to see why. Most people notice all concerning
    the dynamic ways you give good guidance on this website and inspire participation from others on this idea plus our favorite child is without a doubt
    being taught a great deal. Have fun with the rest of the year.

    You are carrying out a useful job.[X-N-E-W-L-I-N-S-P-I-N-X]I’m extremely inspired along with your writing abilities and also with the
    structure in your blog. Is this a paid subject matter
    or did you customize it yourself? Anyway keep up the excellent high quality writing, it is rare to peer a nice blog like
    this one nowadays.

    My web page :: Amellia Cream Review

  34. I want to show my affection for your generosity supporting people who really want help on that content.
    Your special commitment to passing the message throughout had been exceptionally useful and has specifically allowed guys like me to arrive at their ambitions.
    Your entire important help means this much to me and additionally to my colleagues.
    Thank you; from everyone of us.

    My website – D-Fine8 Reviews

  36. Hello, Neat post. There’s a problem with your website in web explorer, might test this…
    IE still is the market leader and a huge component to people will leave out your
    great writing because of this problem.

    Check out my page D-Fine8 Reviews

  43. Thanks a lot for providing individuals with an exceptionally breathtaking possiblity
    to check tips from this website. It’s usually so kind and jam-packed with fun for me personally and my office peers to visit the
    blog at the very least thrice weekly to learn the new things you have.

    And indeed, I’m just certainly contented considering the gorgeous concepts you give.
    Certain 1 tips on this page are in truth the finest we have had.

    my page Hempizor CBD Oil#

  49. I am really impressed with your writing skills as smartly as with the layout on your
    weblog. Is that this a paid subject or did you modify it yourself?

    Either way stay up the excellent quality writing, it’s uncommon to look a great blog like this one these days.

    Here is my web site http://www.koan.at

  50. Thank you for another informative site. The place else could I
    get that type of info written in such a perfect
    method? I’ve a project that I am simply now operating on, and I have been at the look out for such information.

  53. Hmm it looks like your site ate my first comment (it was extremely long)
    so I guess I’ll just sum it up what I had written and say, I’m thoroughly enjoying your
    blog. I too am an aspiring blog blogger but I’m still new to everything.
    Do you have any recommendations for novice blog writers?
    I’d certainly appreciate it.

  54. It’s really a great and helpful piece of info. I’m glad that you just shared this helpful info with us.
    Please stay us up to date like this. Thanks for sharing.

  55. Does your website have a contact page? I’m having a tough
    time locating it but, I’d like to shoot you
    an email. I’ve got some creative ideas for your blog you might be interested in hearing.

    Either way, great blog and I look forward to seeing it improve over time.

  57. incredibly good examination. I hope you could continue to complete the job so
    that you can arranged insight meant for the readers with this website.
    Likewise visit the site to get each of the latest
    subject material about togel online.

  58. An interesting discussion is worth comment.

    I believe that you should publish more on this subject, it might not be a taboo matter but typically people
    do not discuss such topics. To the next! All the best!!

  59. Hey would you mind sharing which blog platform you’re working
    with? I’m planning to start my own blog soon but I’m having a hard time choosing between BlogEngine/Wordpress/B2evolution and Drupal.
    The reason I ask is because your layout seems different
    then most blogs and I’m looking for something unique.
    P.S My apologies for being off-topic but I had to ask!

  60. Heya i’m for the first time here. I came across this board and I find
    It really useful & it helped me out a lot. I hope to give something back and help others like you helped me.

  61. Howdy, I do think your blog could be having web
    browser compatibility issues. When I take a look
    at your site in Safari, it looks fine but when opening in Internet Explorer, it’s got some overlapping issues.

    I merely wanted to give you a quick heads
    up! Besides that, great site!

    Also visit my homepage Sparkling Pure CBD Gummies

  63. I don’t even know how I finished up here, however I assumed this put
    up used to be good. I don’t recognise who you might be but definitely you
    are going to a well-known blogger in case
    you aren’t already 😉 Cheers!

    Here is my blog :: Bio Shed Keto Slim

  65. Howdy! I know this is kinda off topic but I was wondering
    if you knew where I could locate a captcha plugin for my comment form?

    I’m using the same blog platform as yours and I’m
    having difficulty finding one? Thanks a lot!

  68. It is appropriate time to make a few plans for the long run and it is time to be happy.

    I’ve learn this post and if I may I want to counsel you some interesting issues or
    tips. Maybe you can write next articles regarding this article.
    I want to learn more things about it!

  69. Wow that was strange. I just wrote an really long comment but after I clicked submit my comment didn’t appear.
    Grrrr… well I’m not writing all that over again. Anyway, just wanted to say wonderful blog!

    my site … Cogni 360

  70. Hi there exceptional website! Does running a blog similar to this
    take a lot of work? I have no understanding of coding but I had been hoping to start my own blog soon.
    Anyways, if you have any suggestions or tips for new blog owners please share.
    I understand this is off topic but I just wanted to ask.
    Many thanks!

  72. I still can’t quite believe that I could always be one
    of those reading the important points found on your website.
    My family and I are really thankful for the generosity and for offering me the advantage to pursue my
    own chosen profession path. Thank you for the important information I acquired
    from your web-site.

    my web site – Hempizor CBD Review

  73. I know this if off topic but I’m looking into starting my own weblog and was
    wondering what all is required to get set up? I’m assuming having a blog like yours
    would cost a pretty penny? I’m not very internet smart so I’m not 100% positive.
    Any recommendations or advice would be greatly appreciated.

    Cheers

  75. Have you ever thought about writing an e-book or guest authoring on other blogs?

    I have a blog based on the same information you discuss and would love to have
    you share some stories/information. I know my visitors would enjoy your work.
    If you are even remotely interested, feel free to send me an e mail.

    My website http://kanmoulue.com

  78. My spouse and I stumbled over here from a different web
    page and thought I should check things out.

    I like what I see so now i am following you. Look forward
    to looking at your web page yet again.

  80. I would like to thank you for the efforts you’ve put in writing this site.

    I really hope to see the same high-grade content by you in the
    future as well. In fact, your creative writing abilities has encouraged me to
    get my own, personal site now 😉

    My site – Reneaux Face Serum

  81. hello there and thank you for your information – I’ve
    definitely picked up something new from right here. I did however expertise
    a few technical points using this site, as I experienced to
    reload the web site a lot of times previous to I could get
    it to load properly. I had been wondering if your hosting is OK?
    Not that I am complaining, but slow loading instances times will
    sometimes affect your placement in google and could damage your quality
    score if advertising and marketing with Adwords.

    Well I am adding this RSS to my e-mail and could look out for a lot more of your respective intriguing content.
    Make sure you update this again very soon..

    Also visit my web-site :: http://www.consulenzaleonardo.com/modules.php?name=Your_Account&op=userinfo&username=NaborsHershel

  82. I was curious if you ever thought of changing the page layout of your site?

    Its very well written; I love what youve got to say.

    But maybe you could a little more in the way of content so people could connect with it better.
    Youve got an awful lot of text for only having 1 or two pictures.
    Maybe you could space it out better?

    Also visit my web site; Grown MD CBD

  83. Thank you for every other wonderful article. Where else
    may anyone get that kind of info in such an ideal method of writing?

    I have a presentation subsequent week, and I am on the look for such info.

  84. Hi! This post could not be written any better! Reading through this post reminds me of my previous room mate!
    He always kept chatting about this. I will forward this post to him.
    Fairly certain he will have a good read. Many thanks for sharing!

  91. What’s Going down i am new to this, I stumbled upon this I’ve found
    It absolutely helpful and it has helped me out loads.
    I hope to give a contribution & aid different users like its aided me.
    Good job.

    my web page – Athena

  93. A lot of thanks for all of the hard work on this
    web site. My mother take interest in setting aside time for investigation and it is simple to grasp why.
    My spouse and i notice all concerning the lively mode you render effective techniques through the blog and in addition attract response from other
    ones on that concept so our favorite simple princess
    is really understanding a great deal. Take pleasure in the remaining portion of the
    new year. You are performing a superb job.[X-N-E-W-L-I-N-S-P-I-N-X]I am really impressed along with your writing skills
    as smartly as with the structure on your blog. Is this a paid
    subject or did you customize it your self? Anyway stay up the nice quality writing,
    it’s rare to see a nice weblog like this one these days.

    Also visit my web-site: Primal Testo XL Pills

  97. Right here is the right web site for anyone who wants to find out
    about this topic. You realize a whole lot its almost hard to argue with you (not that I really
    will need to?HaHa). You certainly put a new spin on a subject that’s been discussed for years.
    Great stuff, just wonderful!

    Check out my homepage :: BioReady Keto Review

  98. Hi! I know this is sort of off-topic but I had to ask.
    Does operating a well-established website like yours require a large amount of work?
    I am brand new to operating a blog but I do write
    in my diary daily. I’d like to start a blog so I will be able to share my personal experience and thoughts
    online. Please let me know if you have any ideas or tips for brand
    new aspiring bloggers. Appreciate it!

    Also visit my homepage :: http://www.aniene.net/

  99. Yesterday, while I was at work, my sister stole my iPad and tested
    to see if it can survive a 30 foot drop, just so
    she can be a youtube sensation. My apple ipad is now broken and she has 83 views.

    I know this is totally off topic but I had to share it with someone!
    scoliosis surgery https://0401mm.tumblr.com/ scoliosis surgery

  100. Excellent beat ! I wish to apprentice while you amend
    your web site, how can i subscribe for a blog site?

    The account aided me a acceptable deal. I had been a little bit acquainted of this your
    broadcast provided bright clear concept cheap flights http://1704milesapart.tumblr.com/ cheap flights

  106. I do not even know the way I finished up here,
    but I thought this publish used to be great.

    I don’t recognise who you might be however certainly you are going to
    a well-known blogger should you aren’t already. Cheers!

    Feel free to surf to my page various cannabis

  109. Thank you for your blog post. Thomas and I are saving to buy a new e book on this issue
    and your short article has made people like us to save our own money.
    Your thinking really answered all our questions. In fact, greater than what
    we had recognized prior to when we stumbled on your superb blog.
    I no longer nurture doubts and also a troubled mind because you have
    attended to our own needs right here. Thanks

    my web-site: best skin care

  112. Good – I should certainly pronounce, impressed with your site.
    I had no trouble navigating through all the tabs and related information ended up being truly simple to do to access.
    I recently found what I hoped for before you know it in the least.
    Quite unusual. Is likely to appreciate it for those who add forums or anything, web site
    theme . a tones way for your customer to communicate.
    Nice task.

    Stop by my web site; eczema remedies

  113. I absolutely love your website.. Excellent colors &
    theme. Did you make this site yourself? Please reply back as I?m trying to create my own site and want to know where you got this from or just
    what the theme is named. Thank you!

    Visit my web blog; hemp farming

  116. I drop a leave a response when I appreciate a article
    on a site or I have something to add to the conversation. Usually
    it is caused by the fire communicated in the article I looked at.

    And after this post Re-thinking customer acquisition: What you cannot
    measure sometimes matters most – Pavvy Designs.
    I was excited enough to post a thought 😉 I do have a
    few questions for you if it’s okay. Could it be just me
    or does it seem like some of the comments look like written by brain dead individuals?
    😛 And, if you are posting at additional sites, I would like
    to follow anything new you have to post. Would you make a list
    the complete urls of all your shared pages like your twitter feed, Facebook page or linkedin profile?

    Also visit my web blog … healthy tips

  118. Can I simply just say what a relief to find someone who actually knows what they’re discussing
    on the net. You actually realize how to bring a problem to
    light and make it important. A lot more people should check this out and understand this side of your story.
    I can’t believe you’re not more popular because you certainly have the
    gift.

    My website: http://www.j-scripting.com

Leave a Reply

Your email address will not be published.