{"id":10238,"date":"2024-03-22T13:16:45","date_gmt":"2024-03-22T03:16:45","guid":{"rendered":"https:\/\/visionarydigitalstudios.com\/?p=10238"},"modified":"2025-03-24T11:10:02","modified_gmt":"2025-03-24T01:10:02","slug":"how-did-you-hear-about-us","status":"publish","type":"post","link":"https:\/\/visionarydigitalstudios.com\/how-did-you-hear-about-us\/","title":{"rendered":"“So I can tailor your call, can you tell me how you heard of us and what you\u2019ve seen online?”"},"content":{"rendered":"

When B2B salespeople forget to ask the question:<\/span><\/p>\n

\u201cSo I can tailor your call, can you tell me how you heard of us and what you\u2019ve seen online?\u201d…<\/i><\/strong><\/p>\n

\u2026 It\u2019s an expensive mistake that costs organisations 5 – 7 figures every year.<\/span><\/p>\n

Are we being melodramatic? Or is there any reality to this intense claim? <\/span><\/p>\n

Let\u2019s break it down \u2026<\/span><\/p>\n

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If you don’t ask the question, you won\u2019t accurately know where your QUALIFIED leads are coming from.<\/b><\/h2>\n

Automated attribution software, or advertising platforms themselves, will report on \u201cconversions\u201d in your marketing. But these stats are almost always very skewed, often completely wrong.\u00a0<\/span><\/p>\n

For example – in MANY cases, they unfairly credit Google ads or search for leads that originated elsewhere.<\/span><\/p>\n

Even when your audience sees 10 – 20 ads on a Meta or LinkedIn newsfeed, they still may not want to click away to a Landing Page. Think about it: while your busy scrolling, how often do YOU click an ad? Not often, right?<\/span><\/p>\n

But when it\u2018s the right time to buy they\u2019ll remember you and search for you or your service. Automated attribution software then incorrectly tells you the lead came from a Google search. <\/span><\/p>\n

And your Google marketer will unconsciously present you with that data, without deeper analysis.<\/span><\/p>\n

(For a deeper understanding of why so many marketing campaigns fail due to issues like these, check out our article on Why Marketing Campaigns Don\u2019t Work.<\/a>)<\/strong><\/p>\n

The same thing happens when your current customers<\/em> start seeing your content marketing \u201ceverywhere\u201d on their Meta and LinkedIn newsfeeds.\u00a0<\/span><\/p>\n

When they decide they need more of your services, they won\u2019t click an ad.\u00a0<\/span>They\u2019ll reach out to you by email, or discuss during your next meeting. Again, you\u2019ll inaccurately credit the lead as a \u201creturning customer\u201d, without realising it\u2019s your advertising that is creating the opportunity.<\/span><\/p>\n

Another example is when someone in your audience sees your ads on LinkedIn, realises you can help his\/her organisation, then recommends to their manager that they look you up and book a demo. Again\u2026 the manager does a quick search and Google inaccurately takes the credit.<\/span><\/p>\n

When you ask the question, you\u2019ll be SHOCKED at how regularly your \u201cGoogle\u201d leads shouldn\u2019t be credited entirely to Google. Or, you’re automated attribution is crediting the wrong lead source.<\/span><\/p>\n

(We see this time and time again in client campaigns, almost unanimously).<\/span><\/p>\n

But without asking your prospects the question, all of this is a mystery when you’re reviewing your monthly reporting.<\/p>\n

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QUICK PAUSE. FOR THE RECORD…<\/b><\/h2>\n

At Visionary, we love Google.\u00a0<\/span><\/p>\n

We have active Google Ads clients right now, and many case studies where Google was by far the optimal choice of advertising platform. And of course, all web content we produce is SEO-considerate.\u00a0<\/span><\/p>\n

This is NOT an article raging against the Google machine.\u00a0<\/span><\/p>\n

However, in our experience, Google is the most frequent example of expensive attribution mistakes.<\/span><\/p>\n

Phew!…<\/span><\/p>\n

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OK, but still\u2026 Why is NOT asking the question an expensive 5 – 7 figure mistake?<\/b><\/h2>\n

When you\u2019re incorrectly attributing your leads, that creates profound, compounding damage to your B2B marketing and sales engine:<\/span><\/p>\n