Education
Leads performance marketing at the University of Arizona's global campus
“Skeptical buyers make cheap leads look better than they are.”
Kevin Seaman is in charge of performance marketing at the University of Arizona's global campus. Kevin writes about content strategy, higher education marketing, marketing attribution and student acquisition.
Posts by Kevin, updated as new ones publish.
Kevin argues that skeptical prospects weighing a degree need proof of outcomes, value and cost, which mostly lives in content. Last-click reporting hides that content's role, so Kevin recommends leading with evidence, funding the content, and judging channels by starts.
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