There was once a radiologist who had the respect of every surgeon. A professor isolated the secret of his success: After reading an x-ray and making a diagnosis, the radiologist would put a note in his calendar.
Months later the radiologist would see that note, call the surgeon and ask how the patient was doing.
When his original diagnosis turned out to be correct he was happy. When he was wrong he would take another look at the x-ray to see what he missed. He learned a lot. Over time he became better and better at his work. Among surgeons, he's the most highly respected radiologist they know - all because of this feedback system.
Using B2B lead generation as an example, this post shows a clever way to set up a feedback system and obtain actionable insights from your web analytics app. With a little imagination this technique can be used for any type of online business.
When I walked in the door I met Dave, who managed AdWords for a successful B2B company. Immediately he started talking about keywords. He persistently questioned me, seeking new ways to find great keywords he could bid on in AdWords. Then Lorna, Marketing Director, stopped by. She immediately started talking keywords. She wanted new ones for SEO.
This little Marketing Chart is about money. It shows how SEO increases the revenue flowing into a company. The light blue shows visits from organic search. What happened four months ago? The mystery of the vanishing organic visitors is revealed here.