Year after year, marketing professionals are asked to do more with less. Generate more leads (or sales) and increase brand awareness, without spending more (or at best, not much more) money.
That means both B2B and B2C marketers are challenged to answer the same question: how can I know which marketing tactics are actually driving sales, so I can allocate my marketing budget more effectively?
Most analytics tools are limited in their ability to answer this. They mostly focus on first/last-touch attribution or attribution from a single source or channel, while being backward-looking rather than prescriptive.
After living this challenge for years and never finding technology that could deliver the insights they were after, two entrepreneurs set out to solve this problem. Here’s the story of Mike Lewis and Michael Weber, and the company they co-founded, Click360.