From the course: Advanced Lead Generation
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Evaluation and refinement
From the course: Advanced Lead Generation
Evaluation and refinement
- [Instructor] A great World War One general is famous for saying that the best laid plans do not survive first contact with the battlefield. And the great poet laureate of our time, Mike Tyson, said that everyone has a plan until they get punched in the mouth. In other words, relative to your demand generation efforts, all the great work you've done up to this point does not guarantee success, And every campaign, no matter how initially successful, is worthy of review, critique and improvement. We recommend a five part continuous strategy of developing, reviewing, optimizing, then redeploying campaigns to ensure each effort is better than the last. The cadence with which you do this, will depend on the length and sophistication of your overall program. But even early stages of complex campaigns often have leading indicators that can be reviewed and acted upon to make them better. As you evaluate and report on the impact of…
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