V.I.O. INSIGHTS
Strategy, advertising and acquisition explained clearly to help you make better business decisions.
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Direct analysis, useful principles and actions you can apply to your business.
Acquisition and conversionThe lead-to-customer conversion rate shows whether generated demand turns into real business and helps identify whether marketing, sales or the buying process needs to improve.
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Decisions, positioning and systems for growth with a clear direction.
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Digital strategyAn agreement between marketing and sales clarifies which lead is handed over, when sales must respond and how both teams review quality and outcomes.
Read articleDigital strategyAttribution is not about finding one winning channel, but about understanding how touchpoints work together before an opportunity or sale.
Read articleDigital strategyCAC only helps you make better decisions when it includes the full cost, is compared with margin and is read alongside sales quality.
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Digital strategyA practical structure for prioritising channels, investment and objectives without spreading resources too thinly.
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Google Ads, Meta Ads and multichannel strategies explained with sound business judgement.
View all articles →Online advertisingROAS helps evaluate revenue attributed to advertising, but it is only useful when read alongside margin, the sales cycle and demand quality.
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Online advertisingWe compare intent, demand, learning speed and offer type to help you decide.
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Online advertisingCommon targeting, keyword, ad and measurement problems that consume budget.
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Online advertisingOffer, creative, audience and follow-up: four elements that must work together.
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How to turn attention and traffic into genuine commercial opportunities.
View all articles →Acquisition and conversionThe lead-to-customer conversion rate shows whether generated demand turns into real business and helps identify whether marketing, sales or the buying process needs to improve.
Read articleAcquisition and conversionLead nurturing turns initial interest into a useful sales conversation through content, context and next steps that fit each contact's stage.
Read articleAcquisition and conversionA simple lead-scoring system helps order contacts by fit and intent so sales can spend time first on opportunities with the strongest context.
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Acquisition and conversionA funnel audit helps identify what slows the journey from visit to lead, lead to meeting and meeting to sale.
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