SparkToro and BuzzSumo supplement interviews with buyer personas and provide demographic and industry data.

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Even if a strategy fails, evidence-based transparency builds jordan b2b leads confidence. The discovery process allows an agency to argue, “Even if I’m wrong, we’re in this together.” It ensures that you and your client are on the same page.

Chris emphasizes the importance of understanding the client’s goals during the onboarding process. If they could achieve their goals independently, there would be no need for his services. If not, he calculates the gap between where they are now and where they want to be - he quantifies the impact of not closing the gap and provides data and advice.

He uses a variety of tools to understand buyers and improve marketing:

Heatmap tools like Crazy Egg analyze websites to see where people are clicking and scrolling.
SEMrush and HubSpot help with SEO and marketing automation.
Agorapulse and HubSpot help manage social media accounts.
Google Analytics and HubSpot are great for holistic analytics.
StackAdapt is helpful for programmatic advertising.
Ultimately, Chris and his client make the decision together – it’s a partnership.