Several years ago I had a client who routinely asked their customers where they heard about the business. Several customers started telling the company they heard about them through their television commercial. Not uncommon. Except this client wasn't running a television commercial.
In one of my college journalism classes, we talked about the importance of interviewing multiple witnesses at accident scenes because everyone sees what happened from a little different angle and a little different perspective.
It's that viewpoint that makes this whole world a fun place filled with unique people. This same viewpoint makes tracking your sales by asking "where did you hear about us?" difficult. Honestly, most of your customers can't remember where they heard about you. Many heard about you from various sources: social media, a billboard and a co-worker maybe.How do you really know what’s working in your B2B advertising plan? More importantly, which ad or referral finally convinced them to buy?