The Blog

Interactive (trigger-based) marketing produces conversion rates of 45% and direct-marketing cost reductions of 35% — numbers traditional campaigns can't get near. The catch is it's much harder to set up properly. Here are the seven critical success factors that decide whether interactive marketing delivers those numbers or quietly fails, starting with the technology that makes it possible at all.

Google Analytics, Google Ads, LinkedIn Campaign Manager — they'll all happily hand you hundreds of B2B marketing metrics, and tracking them all means understanding none of them. The actual answer is five KPIs: cost per visitor, visitor volume, lead conversion, MQL conversion, SQL conversion. With those five you can run your marketing process. Here's how each connects, and why the other hundreds are noise.

Customer surveys vary a lot; the mistakes inside them really don't. The same eleven question errors keep showing up across industries — mandatory questions, missing N/A options, asking what you already know, the 30th question. Here's the list, with how to identify each one and the fix that takes minutes, not weeks.

Statistical packages are powerful, expensive and overkill for most customer feedback work. Excel can do almost everything they can do, and it's already on your desktop. Here's a step-by-step walk-through of analysing survey data in Excel — simple stats, error bars, histograms — with a video to follow along to.

Hair and beauty salons have the same customer-feedback opportunity as any other small business — and almost none of the templates fit. This page pulls together the Genroe material most relevant to salons: how to design the survey, what to ask about, how to publish it, and how to analyse what comes back, with the specific tweaks that suit salon-style relationships.

The average online business converts about 2.58% of visitors — the lowest in years. Conversion rate optimisation can push that well into double digits, but not every CRO tactic earns its place, and the wrong ones quietly waste months. Here's what actually works to secure conversions, then what to do post-conversion (transactional messages, referrals, reviews) to keep the customers you've earned.