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It is not hard to find information regarding digital marketing budgets. Many papers and articles discuss what percentage of your overall marketing budget should be devoted to digital and, as you might expect, opinions vary greatly. Most of the published data is oriented toward consumer-oriented businesses.
Many marketers working to generate leads via digital channels get too focused on the specific conversion action, whatever it may be. In my opinion, this viewpoint is too narrow given the amount of activity that must occur both before and after the conversion. By giving pre- and post-conversion activities more attention, marketers can improve lead gen results and increase bottom-line revenue.