We sing the praises of email, and many of our B2B clients use it pretty religiously, too …primarily for nurturing prospects in the pipeline. But what about email for lead generation? On the surface, it sounds great: its cost is so much lower than postal mail, and the results can be known much more quickly.
But […]
Continue Reading Add comment February 9th, 2010
Due to its heightened importance in these tight times, we’ve run a couple of posts recently about email marketing: its pitfalls, plus tips for getting more “oomph” from it …so our regular readers may think of this as this as another in that series.
Start from recent research by ReturnPath showing that about 28% of B2B […]
Continue Reading December 30th, 2009
B2Bs have become so accustomed to the usual pay per click (PPC) scenario…
Searcher views ad | searcher clicks on ad | hits landing page | registers for offer
…that it tends to become all that we measure. We tend to think only in terms of:
# of registrants
conversion rate (registrations / clicks to page)
cost/click, cost/registration
registrant quality […]
Continue Reading Add comment November 18th, 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 product […]
Continue Reading November 5th, 2009
I ran across a post with the above intriguing title by Kevin Lee over at ClickZ, citing a number of reasons why advertisers in particular have become concerned about some of Google’s recent policy shifts and – more importantly – the possible intentions that can be deduced from those policies.
Here are just a few of […]
Continue Reading November 4th, 2009
File this one under “Everything old is new again.” Several observers have noted that numerous utility algorithms have been unnecessarily re-invented for the online world …mainly because that new world’s primarily youthful practitioners weren’t aware that these problems had already been well solved in the pre-Web “old world” of computing.
Which may explain why so few […]
Continue Reading Add comment November 2nd, 2009
Email is back on the hot list again, probably because every B2B wants to squeeze the max possible out of their lead funnel in this economy. We joined the parade recently with some pointers on keeping your subscriber list on-board and engaged.
Just lately we ran into this great post by Paul Gillen, giving us “The […]
Continue Reading October 26th, 2009