Erin Cigich, of Perform[cb], on The Evolution of Performance-Based Marketing
Marketers are judged based on outcomes. While the final outcome might be sales, there are a lot of proxy KPIs that marketers like to use that tie to sales eventually. Or marketers go beyond the sale and look at customer profitability and LTV (lifetime value). As part of the eMarketing Association podcast series, Kevin Lee sat down with Erin Cigich, CEO at Perform[cb] about the evolution of performance-based marketing into outcome-based marketing.
If you don’t think performance-based marketing and outcome-based marketing can be holistic, up and down the funnel, you may want to re-think things.