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According to business information provider ZoomInfo (see graphic below, further data here), more than 70 percent of business cards have one or more changes during a 12-month period. The most common changes (in order): job function, phone number, and mailing address. Even while fewer than 30 percent of contacts on… Read More
Let’s face it; a live product demo is a tough sell. As an unvarnished display of your product’s capabilities, a product demo is only ever going to appeal to prospects at the latter stages of the selling cycle. So how do you make sure that a demo attracts those critical… Read More
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