This post originally appeared on the Evergage blog. B2B marketing can often feel like a big black box. While companies have access to a wealth of customer behavior analytics, these same data points can be extremely deceptive. Take a metric as simple as ‘time on page,’ for instance. If we notice audiences spending a good chunk of time on specific website sections, we might conclude that they’re engaged with our content. In reality, however, audiences might be spending time on these webpages because they’re confused and struggling to find the information that they need. It’s easy for marketers to take…
This story continues at The Next Web
