As a marketer, I have the opportunity to look at a wide variety of company websites when assessing our inbound leads. I am always surprised by the number of websites I come across that are not user friendly. Within the B2B industry, your website can mean everything to your potential customers. Prospects want information and [...]
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Change Things Up to Avoid ‘Banner Blindness’
When your template remains static, readers learn where ads are located and tend to skip over that section of the messaging. The full article contains some striking images from an eyetracking study, illustrating viewing patterns over time.
Components of a Successful Marketing Email
The success of your email marketing campaign depends on a combination of aspects. Subject lines, email content, formatting and timing are key factors contributing to open and conversion rates.
An Experiment in Landing Page Optimization
A web clinic conducted in June by MarketingExperiments provided an in-depth look at multivariate testing and landing page optimization in action. This summary illustrates the impact of friction vs. incentive and how to find the right balance.
Don’t Give Up Without A Fight
It takes a lot of work to get a prospect to your website. You probably put hours of effort in to crafting a compelling white paper or creating a fancy flash demo to lure visitors in to filling out your form. So once you’ve got them there, don’t let go! Urge them along by offering other items that may interest your target audience. This can be additional white papers, a special offer or a link to a free trial.
Get to the Point Already
In “the one piece of advice you can’t generate leads without”, author Jill Konrath points out that her day is way too hectic as it is, and that taking calls from vendors certainly isn’t high on her list of priorities. Her solution? When you make that sales call, get to the point, and put numbers behind [...]
About
I am the co-founder and COO of Pardot, a B2B marketing automation provider. This blog covers my thoughts on B2B marketing, startups, and client service.
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