We’ve blogged on this subject before, but now comes Melissa Burdon with a similar message on FutureNow …which basically is: If you’re tracking only clicks as conversions, and not phone calls, you could be missing a significant portion of the ROI that’s due to your online marketing. B2Bs tend to assume the universality of their [...]
Continue Reading Add comment September 28th, 2009
One of our earliest posts was “To Register or Not?” – way back in late 2006 – in which we looked at both sides of the burning issue of whether or not to insist on collecting visitors’ strategic information in exchange for allowing them access to some crown jewel of your content suite (typically a [...]
Continue Reading Add comment August 12th, 2009
Hopefully, we’re all well aware by now of the critical importance of landing pages, due to their tremendous leverage; 50-80% swings in conversion rate from seemingly minor changes to headlines, copy or design elements are commonplace. And there’s certainly a lot of info “out there” on how to do landing pages right. Well folks, Google [...]
Continue Reading Add comment July 22nd, 2009
It’s an article of well-placed faith among B2B companies – where sales cycles are nearly always lengthy – that lead nurturing is vitally important. And that’s in good times, when you may have gotten used to picking off new business like it was low-hanging fruit. But as Anne Holland says in her SherpaBlog post, How [...]
Continue Reading Add comment July 10th, 2008
Ah, the conventional wisdom. It’s what most of us fall back on when we think we’ve seen the answer “somewhere” …or flat-out just don’t know the answer, but don’t want to say so. It’s also, no doubt, a key factor in explaining the incredible persistence of myths. The ultimate antidote to myths, of course, is [...]
Continue Reading May 16th, 2008
In his posting “What Works in B2B Technology Marketing”, Tom Pick over at WebMarketCentral has provided a nice summary of Marketing Sherpa’s free whitepaper, Business Technology Marketing Benchmark Guide 2007-08: Practical Data for B2B Software, Hardware & Services Marketers. (The whitepaper itself distills the complete Benchmark Guide, which is available for a fee at the [...]
Continue Reading April 23rd, 2008
You may have seen some of our postings summarizing industry forecasts for increasing industry online ad spending …recession or not. (See, for example, B2B Online Marketing Budgets Set to Rise Again in 2008 and Microsoft’s Yahoo Bid Reveals Confidence in Online Spending Growth.) Of course, “industry spending” is simply the summation of many decisions taken [...]
Continue Reading April 16th, 2008