Ardath Albee wrote that you can lift revenues 70% by cleaning up dirty prospect data. I don’t think we need much more of an incentive than that to start keeping our data clean. CRM systems do many things extremely well. Deduplication of lead/prospect data, however, does not often seem to be one of them. The [...]
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Guidelines for an Effective Subscription Form
Presenting potential subscribers with an effective opt-in form is essential in creating a good mailing list. The subscription form has two main goals: to collect enough information to begin a relationship and to communicate trustworthiness to the subscriber.
Landing Pages — Knowing when to say when.
Seth Godin just wrote an excellent post on designing effective landing or destination pages entitled “Seven tips to build for meaning.” I would like to add one more item to the list: Do not inundate your visitors with required (or even optional) fields. Nothing frustrates me more as a visitor than arriving at a landing [...]
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.
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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