Marketing is about influence

Sure, we can put fancier words around it such as “build brand awareness”, “improve conversion rates”, or “establish thought leadership.” We can set quarterly benchmarks for website traffic and contact sharing. We can even gin up a formula to estimate how many leads we need in order to achieve revenue goals. But in the end, marketing is an affective sport—if we don’t sway impressions, we don’t move the ball closer to the goal.