Managing your marketing agency

This article argues that tracking website visits through to sales leads and actual sales is crucial when trying to understand the impact of digital inbound marketing tools.

Managing your marketing agency

John CheneyWorkbooks

The way organisations allocate marketing budget has changed fundamentally over the past decade. From the traditional print advertising, public relations and trade shows, today's businesses are now responding to the hype around inbound marketing and working with any number of agencies for search engine optimisation (SEO), pay per click (PPC) and social media.

These agencies are, of course, excellent at demonstrating their value to the business, using a raft of measurements to prove the quality of the campaign – from website visits to conversions and brand awareness. These metrics will often look fantastic...

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