Category Archives: Landing Pages

Top 10 Demand Generation Resolutions for 2014

It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Here are my candidates for 10 strategies that offer real potential for low risk/high reward: 1. Improve campaign measurement. Measuring opens and clicks may tell you something about email performance, but… Read More

gating lead nurturing content

5 Reasons to Gate Lead Nurturing Content

A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. Why is that necessary when we already know who these people are? Aren’t we just making it more difficult for people to respond?” As I discussed in… Read More

3 Models for Gating Lead Generation Content on Your Website

Ask a group of B2B marketers whether their Websites’ lead generation content (white papers, archived Webinars, case studies, videos, etc.) should be gated or not, and you’re likely to hear a wide range of opinions. At one end of the spectrum, there are those that believe gating Web content is… Read More

MobileIron Harnesses End-User Demand to Drive Mobile IT Sales Leads

If end users want your product, but their IT department makes the purchase decision, can you leverage that demand to drive IT sales leads? That was the question contemplated by the marketing team at MobileIron, a leading provider of mobile device management technology. MobileIron’s software solution is a prime enabler… Read More

How Much Copy Do I Need On My Landing Page?

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… Read More

How to Reduce Unsubscribes Using Subscription Management

I’ve written previously in this space about how to reduce unsubscribes by giving prospects and customers the option to update their contact information rather than forcing them to opt out of email entirely. A further strategy for minimizing unsubscribes is to employ subscription management, a technique in which you, as… Read More