An effective landing page does two things, I would argue: 1) it validates the viewer’s decision to click on whatever ad it was that led him or her to the page in the first place, and 2) it closes the deal. The amount of copy that it takes to accomplish these tasks: make the reader [...]
By Howard Sewell
|
Posted in B2B Marketing, Content marketing, Copywriting, Creative, Demand Generation, Landing Pages
|
Also tagged b2b demand generation, Demand Generation, demand generation agency, landing page design, landing page optimization, marketo landing pages
|
February 14, 2012 – 3:10 pm
A client asks: “If we’re planning on using a particular white paper as part of a lead generation campaign, or even for lead nurturing, is it a good idea to remove that same content asset from our main Website? I’m concerned about people bypassing the campaign and just downloading the paper from our site.” My [...]
By Howard Sewell
|
Posted in B2B Marketing, Copywriting, Creative, Demand Generation, Interactive Design, Landing Pages, lead generation, Offer Strategy
|
Also tagged landing page design, lead nurturing best practices, lead nurturing strategy, marketo landing pages
|
A client asks: “On every registration form, we give prospects the option to request contact from a sales rep. Is that even worthwhile when we’re going to call everyone anyway? If it is a good idea, what should the verbiage be? Currently the form reads: [Yes/No radio button] I would like to have a sales [...]
By Howard Sewell
|
Posted in B2B Marketing, Copywriting, Creative, Graphic Design, Landing Pages, Marketing Automation
|
Also tagged landing page design, lead follow-up, lead qualification, lead scoring, Marketing Automation, registration forms
|
So you just launched a new white paper. How do you tweet about the content multiple times without seeming repetitive? Try factoids. Factoids are brief glimpses into the content on offer. They can be excerpts, but they also stand alone as facts or tips or news or opinion in their own right, even outside the [...]
October 14, 2009 – 8:30 am
Do search campaigns demand a different approach to offer strategy compared to other demand generation programs, say emails? Answer: yes. Remember, there are two fundamental truths about someone arriving at your landing page via a search ad: 1. He/she received very little information about your company in the ad (105 characters to be precise, including [...]
By Howard Sewell
|
Posted in B2B Marketing, Demand Generation, Landing Pages, Offer Strategy, search marketing, SEM
|
Also tagged b2b demand generation, b2b lead generation, paid search, PPC, search marketing, SEM
|
Howard J. Sewell is president of Spear Marketing Group and a B2B marketing veteran with more than two decades' experience in direct marketing, demand generation, and lead management.
