Most businesses choose their marketing channels based on familiarity, not data. They run Facebook ads because they have always run Facebook ads. They go to trade shows because they went last year. They invest in LinkedIn because someone told them it is where B2B buyers are. What they rarely do is look at the actual...Read More

If your cost per lead went up this year, your first instinct was probably concern. Understandable. But before you start slashing budgets or switching channels, consider this: rising lead costs might actually be a sign that your marketing is getting smarter, not weaker. Here is what the data shows. The average cost per lead across...Read More