Many – perhaps most – B2Bs now use one or more white papers as offers in their online lead-generation program. But are those papers giving their early-stage prospects everything they need? Recent research by MarketingSherpa/Enquiro shows that pricing is the most desired information potential business customers look for on a vendor website. And we can [...]
Continue Reading Add comment March 23rd, 2010
It may be the most critical component of your pay per click (PPC) program. It’s where your visitor decides either that there’s something here worthy of further evaluation …or that she’ll just click on over to YouTube (or somewhere). Yes, it’s your landing page. Much has been written about how not to do one; there’s [...]
Continue Reading March 11th, 2010
In our recent post, “To register or not, revisited”, we discussed the virtues of voluntary – or even no – registration in front of your thought-leadership conversion bait (usually white papers). And we suggested also placing your registration request at the end of your downloadable material. Now along comes Jim Logan, posting on his blog [...]
Continue Reading December 23rd, 2009
Recently we posted “To register or not, revisited” …an updating of one of our earliest posts from back in ’06. We reviewed the various camps of strongly-held opinion on the issue, including some promising new hybrid approaches that have surfaced in the intervening time. And then we bemoaned the surprising lack of research on such [...]
Continue Reading December 14th, 2009
What should be the offer on your B2B’s landing page, for visitors clicking through from a pay per click ad? Many software and SaaS companies think that a downloadable trial version of their product is just the ticket. Why not just cut to the chase, and sidestep all that messy nurturing? And after all, our [...]
Continue Reading November 5th, 2009
What makes a compelling offer? The best answer to that emerges from testing, of course. But B2Bs typically are dealing with relatively low traffic volumes, so testing can take what feels like forever while your business stays in the doldrums. So some practical shortcuts to get you in the zone are in order. Here are [...]
Continue Reading October 8th, 2009
By now, you know the drill: when you develop a Pay Per Click ad campaign, you also need to create one or more landing pages, on which your click-thrus will be encouraged to part with some of their strategic information in exchange for some sort of offer. And for many companies, this is still the [...]
Continue Reading Add comment September 30th, 2009