The Thank You Page is the forgotten child of online marketing. As the place to send prospects once they’ve filled out your registration form, most thank you pages host the content on offer, a Google conversion code, a link to the corporate Website, and little else. But is that a… Read More
Category Archives: Demand Generation
Appointment Setting: Where Does It Fit In Today’s Demand Generation Mix?
With inbound marketing all the rage, where does that leave old-school lead generation techniques such as cold calling and appointment setting? In today’s digital era, when everything lead gen seems to revolve around simply being in the right place at the right time, can it also make sense to simply… Read More
Marketo’s Ebook: A Lesson In Content Marketing
When marketing automation vendor Marketo released their “Definitive Guide to Lead Nurturing” last week they knew pretty quickly they had a hit on their hands. Within 6 hours, 1,000 people had registered and downloaded the guide. Think about it: that’s 1,000 sales leads (and make no mistake, that’s what they… Read More
Novell Webinar Invitation Needs a New Approach
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
Lead Gen: Don’t Go for the Quick Sale
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
Demandbase: Converting More Web Visitors into Leads
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
7 Lead Gen Techniques I Learned From My Junk Mail
Sometimes it pays to look outside your normal circle of peers for inspiration. Here’s a postcard I received recently from the Washington State Department of Fish & Wildlife. What do fishing licenses have to do with B2B demand generation? Not much. But the very fundamental direct marketing principles on display… Read More