Rand has talked many times about what he calls "serendipitous marketing," where the work we do at the top of the funnel can take winding and often unexpected paths to conversions. One of the most common questions about content marketing, public relations, and other top-of-funnel efforts is how to prove their value.
In today's Whiteboard Friday, Rand offers up three ways you can attempt those measurements, along with a bit of perspective you can bring to your clients and higher-ups.