Half Past Nine provides data-driven marketing attribution solutions aimed at improving revenue growth through better understanding of customer journeys and marketing performance. The company's services include custom attribution modeling and analytics.

Half Past Nine

Half Past Nine | 1,149 followers on LinkedIn. Engineering growth marketing machines | Half Past Nine (acquired by Dysrupt) is a growth marketing partner to scale-up and enterprise brands. Operating as a team of marketing strategists, digital experts, and data scientists, we engineer revenue growth that lasts for years to come. 

We’ve deployed $64M in media, generated $170M in attributed revenue growth and helped our exclusive client base across Technology, Healthcare, and E-commerce raise $275M in follow-on funding from leading VC and PE firms.

Data & Measurement

Vinay K.

Mixing demand creation and capture KPIs is like mixing oil and water: nothing good comes out of it. First, let’s see what the metrics are. Demand Creation KPIs: 👉 Prospecting traffic: You are driving new traffic to your website, but also make sure you’re driving the right kind. A question to ask include: What's the percentage of QSVs (qualified site visit) on your website? 👉Key Engagement: What is the intent of the visitors that are coming to your website? What pages are they viewing? Are they generating events? 👉Cost-Per-Visit: How much does it cost you to attract a website visitor? What channels lead them there, and how much do they cost? Demand Capture KPIs: In the demand capture arena, it's all about converting the intrigued into the committed. 👉 Cost per result: It’s an easy one. It measures how much you're spending in relation to the number of conversions or leads you're getting. 👉 Pipeline conversion rate: This is the number of leads converted to the next stage or the percentage of leads that become paying customers. If the number is low, make sure to analyze and fix your tactics. Also, keep in mind the pipeline velocity. 👉 Lifetime value (LTV): LTV measures the total revenue you can expect from a single customer throughout your relationship. It factors in the average purchase value, purchase frequency, and customer lifespan. What B2B problem have we re-encountered time and time again? Mixing metrics. Attributing or conflating metrics doesn’t work here; it leads to missed opportunities and lost revenue. Marketing teams often want quick leads from demand creation campaigns, but that's not the goal. And don't be fooled by the numbers in demand capture campaigns; those high costs per visit lead to higher revenue. Don't prematurely dismiss prospects that could contribute to campaign success, and don’t ditch brand-building activities because they aren’t “converting.” #marketing #KPI #demandgeneration #b2bmarketing

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