It has been a privilege to be part of this year’s OMS.  My partner Debbie Qaqish and I have been able to attend every city and meet hundreds of talented marketers.  The content has been of a very high caliber.  What we have noticed though, is that there has been an over emphasis on what to do to bring people to your website – plenty of great stuff on social media, seo, website usability – but little to no focus on what happens after prospects visit your page.  What about landing page conversion?  What happens to the visitors after the form submit – are they scored and weighted based on their ability to buy?  Are your forms integrated with your CRM system? (51% of OMS attendees do not have a CRM system currently); What is the follow-up protocol – how quickly after the form submit does a lead get followed up on?  What happens to leads not ready to buy?  Are they nurtured and incubated with other marketing messaging and content until they are ready?  How do you measure conversion on the back end?  We are measuring Adword conversion and SEO spend, but are we measuring lead-to-close or lifetime value of a lead?  Are we analyzing lead performance across multiple campaigns?  Are we using multiple channels like Digital Direct Mail, RSS, SMS in addition to email to drive demand? 

For sustainable revenue growth, marketers need to build an integrated plan that aligns sales, marketing and technology with multiple channels and clear metrics on what constitutes success.  SEO and Social Media are great, but they are only part of the picture.