Chris Pitt, operations director at Vertical Leap, asked how you can gain a competitive edge in SEO. The problem is people are inefficient and have biases, he said. They make assumptions about data.
The answer is to collect data and automate it. Chris advised taking advantage of technologies to automate more of our mundane, repetitive processes, something Vertical Leap has done.
In his session, Pete Morgan, vice president, demand at Metia Group, said slow load time can kill the ROI of your campaign performance. This problem needs to be rectified as mobile usage is increasing for B2B buyers.
Some 70% have increased their mobile usage significantly over the past two to three years, while 50% of B2B search queries are made on smartphones, which is expected to grow to 70% by 2020.
Philippe Ruttens of ruttens.com explained the value of revenue marketing
1. 76% of B2B marketers claim to know revenue marketing, but only 1-5% of generated leads actually turn into revenue.
2. “Almost 70% of CEOs now expect CMOs to lead revenue growth, and 7 out of 10 CEOs believe their company wastes money on marketing initiatives" - CMO Council & Deloitte
3. “On average, brands that improve CX increase revenue by 10-15% and lower costs by 15-20%“ - McKinsey & Company
