Articles by Madelyn Sullivan

18 May 2026 | 10+ min read

Digital Marketing

B2B Marketing Attribution Software: The Ultimate Guide for Marketers

Customer journeys are never as simple as going from A to B. When it comes to B2B purchase decisions, it can look more like A to C, then a pit-stop at X, than R. With so many...

4 Mar 2026 | 8 min read

Marketing Digital Marketing

Why your best leads don't convert (and how to fix it fast)

Marketing leaders are asking the same question right now: why aren’t our leads converting? On paper, everything looks positive. Traffic is increasing, campaigns are generating...

18 Feb 2026 | 7 min read

Marketing

The marketer's checklist for reducing cost per lead (without killing quality)

Reducing cost per lead is on almost every marketer’s priority list right now. Especially when you need to prove the value of every campaign.

14 Jan 2026 | 10+ min read

Marketing

How marketers use call tracking to win: from blind spots to better decisions

Call tracking for marketers has become essential as customer journeys grow more complex. Clicks and form fills still matter, but they only tell part of the story.

3 Dec 2025 | 10 min read

Digital Marketing

Proving ROI under budget cuts – why first-party call data is the missing link

Proving ROI has never been harder, especially if your attribution looks like Swiss cheese! Thing is, it’s now more important than ever for marketers to prove pipeline and do more with...

19 Nov 2025 | 8 min read

Digital Marketing

Wasted budget – how poor lead quality increases CPL and drags down margins

Poor lead quality is one of the biggest causes of wasted budget in marketing. It looks harmless on the surface, but it slowly eats into performance, inflates CPL, and drags down...

1 Oct 2025 | 7 min read

Marketing

What Is call CRO? A marketer's guide to optimising phone conversions

Phone calls are one of the most valuable conversion channels for marketers. Yet many businesses still overlook how to optimise these conversations, relying only on digital conversation...

27 Aug 2025 | 7 min read

Marketing

Improve phone lead conversion without listening to hours of calls

When phone leads drive your pipeline, every missed conversion is wasted revenue. But how do you improve phone lead conversions without sitting through hours of call recordings? For...

30 Jul 2025 | 8 min read

Marketing

Call tracking features and benefits

If you’re looking to drive smarter decisions, maximise ROI, and stop wasting budget, understanding call tracking features and benefits is essential. This blog breaks down exactly what...