SUMMARY: This week's chart offers a combined look at how marketers rated the performance of several secondary tactics, such as rental email lists, 3rd party lead purchases, list appending and 2nd tier search.
Even though most marketers give these tactics low marks, there’s an important “but” that we’ve observed in study after study. In every case, there will be a group of marketers who have found above average value. Anywhere from 5%-20% of respondents (circled in the chart below) will report that these normally under-performing tactics were a home run. What makes them succeed where others fail?
There are no unsuccessful tactics, only unsuccessful campaigns
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