We don’t sell direct, but our end-users are consumers. As we try shifting from relying only on co-op to brand + demand, how are you showing the value of consumer marketing in a B2B2C model?

Social Media is a big focus and being able to partner with distribution and retailers to drive demand focused on projects. From an ecommerce standpoint, our Buy it Now partnership with customers helps drive that demand to retail as well.

We focus on connecting digital advertising budgets to the outcomes that are a priority for our clients and their partners. Depending on your goals, there are ways to measure impact at each stage of the funnel. At the top, you can use metrics like incremental reach and frequency overlap to show that your campaigns are extending brand awareness. In the middle, metrics like brand lift and engagement metrics such as clicks provide insights into interest and consideration. And at the bottom of the funnel, online and offline sales signals, and conversion lift data, tie directly to sales/conversions.