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Landing Page
2008-02-19 17:30:00
A landing page is a web page where visitors are sent to complete or continue action as part of the marketing process. For example, a pay per click advertisement promoting a free report contains a link to a web page where the visitor can download the report ? usually in exchange for contact information. It ...
More About: Resources , Page , Conversion , Landing

Recommended Reading: Waiting for Your Cat to Bark
2008-02-14 17:30:00
Are you wondering why business technology marketing and selling has become so much more challenging over the past few years? It may mean that you?re trying to use outdated communication tactics to persuade people who simply aren?t listening. Waiting for Your Cat to Bark offers a very enlightening look at marketing in the new world of ...
More About: Reading , Resources , Traffic , Conversion

Add a blog to your website and say good-bye to brochure-ware.
2008-02-13 17:30:00
In the past, the standard B2B technology website was simply an extended online version of your marketing collateral. That is no longer enough. Ours is now an interactive world. Visitors to your website expect not only to find and consume information, they also expect to be able to comment and collaborate with you. And, they expect ...
More About: Website , Blog , Ware , Good , Brochure

Build a Better Website
2008-02-12 17:30:00
You may be wondering why I?m on this soapbox about websites. Two reasons, really. Your B2B website is ? or should be - your marketing hub. It doesn?t matter if yours is an ecommerce site or not. Prospects are going to visit your website ? probably before they have any other interaction with your company.  Many ? ...
More About: Website , Build , Web site

Strategies for a Technology Market Slowdown
2008-02-07 08:30:00
Today I?m interrupting our look at website perfection to tell you about a bog post you?ll probably be interested in reading. Phil Morettini has written an article, called Strategies for a Technology Market Slowdown, that offers some very good guidance for operating a technology company in tough economic times. In his post, Morettini gives the following ...
More About: Strategy

12 questions to answer before you talk to a web site designer.
2008-02-06 17:07:00
One of our favorite clients desperately needs a new website. It?ll make a huge improvement in how well they turn visitors into sales opportunities. But, they are so anxious to get started with a web design firm that I almost have to physically restrain them. It would be a mistake to go to a web ...
More About: Questions , Answer , Site , Talk , Designer

Website Design: Why You Shouldn?t Trust Your Website to a Design Firm.
2008-02-05 18:14:00
Let?s agree on this: the primary purpose of a marketing website is to make your company money. If it?s an ecommerce site, you want it to sell. If it?s not an ecommerce site, you want it to convert your visitors to sales-ready prospects. The knee-jerk reaction when a company needs a new or updated website is ...
More About: Design , Website , Trust , Web site

B2B Marketing Takes a Creative Page From Consumer Campaigns
2008-02-01 17:53:00
B2B marketers have, for the most part, taken a back seat to their consumer-driven counterparts when it comes to the creative. But the gap appears to be closing. An increasingly crowded marketplace has dictated the shift. To better reach prospects and cut through the clutter, B2B marketing has evolved with more integrated, provocative campaigns. Not only has the creativity level spiked, but ...
More About: Marketing , Creative , Page , Consumer , Campaigns

?Now is Gone? ? Suggested Reading
2008-01-31 17:42:00
Social media is here to stay and every business technology marketer, executive and entrepreneur needs to get a grip on what that means. Now is Gone, Geoff Livingston?s primer on new media is a great place to start. This book provides a good high-level overview of the so-called New Media and how it affects the way ...
More About: Reading , Resources

Forget about leads - worry about traffic.
2008-01-30 17:33:00
Lately the technology business leaders I talk with tend to be in one of two camps. They either want to generate more leads or they want to generate more traffic. The traffic guys tend to be those who sell online. Those who don?t sell online still think in terms of generating leads. It?s time for that ...
More About: Traffic , Leads , Worry

Your web site needs a makeover. Fixing it should be a top priority.
2008-01-29 17:30:00
When was the last time you took a really good look at your website? I thought so. Judging by the likely effectiveness of most of the dozens of business technology websites I look at every week, a radical website makeover should be priority #1 for 2008. Even if you?re not selling online. ESPECIALLY if you?re not selling ...
More About: Site , Makeover , Web site , Priority

Conversion Rate Defined
2008-01-26 02:41:00
Technically, a conversion rate is the percentage of prospects who take the action you want them to take. To get this rate, divide the number of people who did what you wanted them to do by the total number who were exposed to your message. For example, the objective of a certain online ad campaign is ...
More About: Definitions , Conversion , Defined , Rate

Why a B2B Value Proposition Is Invaluable For Technology Marketers
2008-01-25 16:25:00
Do you develop a specific value proposition for your best prospects? Or do you maintain a broader, one-size-fits-all approach in your lead nurturing? Many technology companies fall into the latter category. Developing a strong value proposition takes time and hard work – especially for complex products — and time is always at a premium. But it’s a highly effective strategy ...
More About: Technology , Conversion , Marketers

Improving Technology Marketing Results - Taking the 1st Step.
2008-01-23 17:30:00
Yesterday I wrote about two strategies for using marketing to increase sales ? 1) increase inbound traffic or leads and 2) improve conversion rates.  (Actually I wrote about three strategies, but I?m not going to talk about adding products or services anymore. At least not here.) The next question is: How do you know where to ...
More About: Marketing , Technology , Traffic , Results , Step