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Lead nurturing programs designed to convert trial users tend to focus, as they should, on the very front end of the trial period, when it’s critical to make sure the user is fully engaged with the product being tested. However, that doesn’t mean that your nurturing program should end just… Read More
If there’s one key element of demand generation copy that distinguishes it most from, let’s say: product collateral, or PR, or even social media, it’s this: a demand generation campaign is designed to drive action. In more basic terms, demand generation is about getting people to do stuff – namely,… Read More
Over at Marketing Experiments, Daniel Burstein posted recently on how what he calls “friction” on landing pages can reduce or increase conversion rates by making it easier or more difficult for prospects to complete a form. Along the way, he introduces some useful best practices like making some form fields… Read More
Each quarter, the analysts at UK-based Pearlfinders report on the buying intentions of more than 4,000 North American marketing executives. In their most recent report, the Pearlfinders Index Q2 2012 (free download, no registration required), the company offers detailed insight on trends and patterns across a wide spectrum of marketing… Read More
We need to talk. You know that monthly newsletter you blast to your entire database under the guise of “lead nurturing”? And those Webinar invitations that you broadcast to every trade show lead you’ve generated since 2005? You can do a lot better. There was a time when lead nurturing… Read More
A client asks: “I know I can filter our Pay-Per-Lead (content syndication) leads on geography and company size. What if I want to filter to specific regions or states? Can I also limit leads to certain job titles?” My response: To best answer the question, let’s discuss what lead filters… Read More
Last week I attended (and was a presenter at) the Seattle edition of Marketo’s Social Marketing Rockstar Tour, a roving conference/seminar series being held this summer in cities nationwide. Marketo bills the event as an opportunity to hear, learn, and share advice on B2B social media marketing strategy. Based on… Read More