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There’s a great article (and not just because I’m quoted) in this week’s Demand Generation Report describing how marketers are actively seeking alternatives to the free trial offer. As I say in the article, free trials have become popular – too popular, in my opinion – as offers, because they’re… Read More
As I have often lectured in this space, much of what makes for an effective email has less to do with deliverability, mobile compatibility, social media functionality, and all the technical bells and whistles that most people fret about, and more about basic direct response principles such as a strong… Read More
Here’s a new site to head for when you’re looking for the latest insight, news, or tips on B2B Marketing. B2B Marketing Zone was launched earlier this month by a pair of Web entrepreneurs, Tony Karrer (BrowseMyStuff) and Tom Pick (WebMarketCentral). B2B Marketing Zone is designed to be a one-stop… Read More
Here’s an interesting post by Mike Damphousse of Green Leads that I found through Funnelholic (thanks Craig) on how lead nurturing impacts the effectiveness of calling campaigns designed to secure qualified sales appointments. The conclusion, not surprisingly: that prospects who have been nurtured over time are much more likely (by… Read More
An average conversion rate for a B2B landing page, if you believe the people who claim to measure such things, is around 4 percent. Conversion rates for organic traffic to a corporate Website may be as high as 10 percent or more. But even at those lofty standards, fully 90… Read More
Either by the time you read this (or, if not, soon thereafter) this blog will have undergone a design facelift, its first since we launched it two years ago in April 2007. The new design is in sync with a similar upgrade of the monthly bulletin that goes out to… Read More
There are many things that work well in the Webinar invitation below from Salesforce.com, but one of my favorite elements is the smallest: the link at the top left corner that reads: “View on a PDA.” Click and you’re linked to a hosted, plain text, narrow-column version of the same… Read More