According to Gartner's CMO Spend Survey, ROI of total marketing spend is at the top of CMO’s list. Gone are the days of just generating top of funnel leads with little insight into what happens after a lead becomes a prospect and then a customer. To improve lead quality, PPC campaigns should be measured beyond leads down to pipeline contribution. Your PPC campaigns are driving relevant traffic and leads at a fantastic conversion rate and cheap cost per lead. But how many of your leads are actually converting into sales? This cost-per-lead mentality proves that marketing is a cost center rather than a pipeline driver. In this Hero Conf session, JD Prater shows how you can change that by syncing your marketing goals and business metrics across campaigns to grow your business. Attendees will learn: - How to improve lead quality by tracking and measuring deeper funnel metrics - Tips on how to customize and optimize campaigns based on ROI - How to create impactful reports to get CMO buy-in