RV 99 - LinkedIn's Influence Revenue Reporting and Overspending on Demand Capture

GTM Live

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

First, he discusses the flawed approach of LinkedIn's influenced revenue report, which claims that a high percentage of closed deals were influenced by LinkedIn ads. Chris explains that this report is misleading because it fails to consider other factors that contribute to the sales process.

He then moves on to discuss the inefficiencies in demand capture, particularly in content syndication, paid social, and Google paid search. Chris argues that companies overspend on these channels without considering the actual ROI and effectiveness of their campaigns. He emphasizes the need for a data-driven approach to marketing and sales, rather than relying on opinions and assumptions.

Lastly, Chris addresses the debate around publishing pricing on websites. He argues that companies should prioritize customer preferences and provide transparency by publishing pricing information. He shares the results of a survey he conducted, which showed that the majority of buyers prefer to see pricing before engaging with a sales representative.