Reconsidering Metrics for Advertising Success and the Conference Season

Chris Walker hosts weekly Private Coaching Events for Vault Subscribers, which opens with covering important and timely industry observations. 

First he discusses the flaws in the reporting models used for paid search and the need for a shift in how executives measure the effectiveness of paid search campaigns. He shares a personal story of losing $1,000 on Google Search Ads and highlights the importance of measuring ROI in B2B companies. He emphasizes the need for executives to focus on two core metrics: HIRO pipeline dollars and closed won revenue dollars. Chris also discusses the importance of changing the goals and metrics for paid search campaigns to drive better ROI.

He then shifts the conversation to conference season and shares his thoughts on extending the impact of conferences. He suggests that companies should focus on creating content that adds value beyond the event itself, such as podcast episodes recorded at the event. He emphasizes the importance of building credibility and influence digitally before leveraging that to create opportunities in the physical world.