White Paper: Stop Giving CTR Undue Credit
Research suggests that as little as 38.96% of B2B website visitors arrive on B2B sites intentionally. So when it comes to analyzing marketing impact, measuring overall campaign success on click-through rate (CTR) means companies could be basing major strategic decisions on visitors with little to no chance of conversion.
Although CTR provides undeniable value in determining the most resonant messaging with a particular audience, marketers must first ask themselves if their content is landing in front of the right people. Engagement from uninterested or random buyers isn’t engagement at all — it’s noise distracting marketers from achieving real business impact.
ABM approaches marketing holistically. So should its measurements of its overall success. Learn about Jabmo’s unique strategy by downloading the free white paper.