TL;DR Bite-sized industry updates

This week we’re discussing ways to implement audio in marketing, important marketing metrics to measure, and lead magnet ideas to expand your email list. In case you didn’t catch last week’s edition, read it here.

4 Ways to Use Audio in B2B Marketing

Audio content and listenership are on the rise, presenting more opportunities for marketers. Adhere to your consumers’ memory via audio stimuli with these ways to implement audio in your marketing strategy. Read more on HubSpot.


  1. Create or sponsor branded podcasts. Though it may seem like a big task to tackle, treat podcasting the same as you would for a blog by creating an editorial calendar and outlining different topics.
  2. Produce short or long audiograms. Whether it’s a snippet or an announcement, recorded soundbites are a quick and easy form of advertisement that you don’t really have to pay to promote nor do you necessarily need a call to action.
  3. Stream audio on Facebook. Keep the audience engaged without them needing to even lift a finger. Live streaming a podcast or interview can also be recorded and repurposed as video content.
  4. Leverage other spoken content. Audio creates a way to consume your content in a portable way while also making it available to a broader audience. Take a look at some of the ways your brand can leverage audio content here.

8 Marketing Metrics to Focus on in 2020

Evaluation is a crucial stage in your marketing strategy and ensures that all is on track accordingly. Below are a few important metrics that you and your team should be measuring for a more collective list of stats. Find more details on Social Media Today.


  1. Leads. Track the total number of leads generated per month and leads generated by each marketing channel, such as email marketing or social advertising.
  2. Qualified leads. These leads are engaging and no longer only potentially interested, and their rate will give you an understanding of your strategy initiatives.
  3. Return on marketing investment (ROMI). It’s what you think – ROMI that focuses on how much revenue a marketing campaign is generating versus the cost to run it.
  4. Referrals. The most common form is an online referral program where customers sign up and invite their friends with a link or code.
  5. Brand awareness. Though vague, tracking the number of mentions your brand generates online is valuable information.
  6. Testimonials and reviews. Dubbed ‘word-of-mouth marketing’, this metric can make or break a sales opportunity.
  7. Cost of customer acquisition (CAC). Remain cost-effective by looking at how much it costs to convert a lead into a customer.
  8. Customer lifetime value (CLV). This metric shows how much revenue each customer brings to your business. Keep in mind that it is cheaper to keep an existing customer than it is to convert one.

20 Lead Magnet Ideas to Rapidly Grow Your Email List

One of the most effective strategies your brand can implement to market itself is to offer a lead magnet. Here are a few ways you can encourage potential clients to hit the sign-up button on your site. Find more information on Social Media Today.

Infographic with lead magnet ideas to grow email lists.