Websites are by nature evolving beasts. Initially, it may be a struggle just to get enough solid content to fully describe your B2B’s offerings in a way that captivates your prospects (and gets sufficient attention from the search engines). Then you need to win the battle to keep it all fresh. Once that’s under control, [...]
Continue Reading April 10th, 2008
If you need to ask what it is, you may be doing it without knowing; but the chances are greater that you aren’t. But don’t feel too bad… you’re by no means alone. Closed-loop lead management — in which you track leads from your web site or campaign landing pages right through to a closed [...]
Continue Reading Add comment October 5th, 2007
OK, most of you probably know about using thought-leadership offers (white papers, webinars, blogs, newsletters, podcasts, etc., etc.) as “bait” for the purpose of converting your B2B site’s visitors to nurturable prospects. It’s certainly something we’ve preached about (some may say harped on) in our various communications for years. And we’re not the only ones. [...]
Continue Reading Add comment February 14th, 2007
We sometimes gloss over the critical importance of telemarketing (aka cold calling) as a key step in prospect acquisition and nurturing …possibly because we here at eMagine do it as a matter of course, so we tend to imagine that other firms must, too. But as we were reminded by Sandy O’Dell’s excellent post at [...]
Continue Reading Add comment February 7th, 2007
You’ll find a great summary of a recent Nielsen Norman Group report in a post titled BTB Web Sites Not User-Friendly over at dmNews. The San Francisco-based research firm’s first B2B Website Usability study found that business-to-business Web sites offer a weaker user experience than B2C sites, with the result that users of B2B sites [...]
Continue Reading Add comment December 13th, 2006
The pitfall of value-less content You created your site because you wanted to deliver some kind of information to both your clients, and the general public. You wanted to help solve your users’ problems, offer something of value to the world, and hopefully generate a few leads in the process. Certainly, it’s a noble (and [...]
Continue Reading Add comment November 16th, 2006
We recently came across an outstanding article by Mike Schultz and John Doerr at RainToday.com: 5 Effects of a Website on a Service Business Brand. Because we believe it’s well worth a full read, we’re not going to quote it here at any great length; but here are just a few of its salient points, [...]
Continue Reading Add comment November 16th, 2006