Posts

How Landing Pages Can Make or Break Lead Generation Campaigns

Your landing page may be the culprit if your lead generation campaign is performing poorly.

I realize that successful lead generation depends on many factors but the landing page is where your site traffic and email clicks convert into qualified prospects and leads. A poorly designed (layout and content) landing page can kill your lead conversion rate.

According to a report from SilverPop, “… up to 50 percent of visitors to landing pages will bail in the first eight seconds.”

What is a landing page?

A landing page in online marketing refers to a page on your site that visitors see (land) after clicking on a link from another page on your site or an email campaign. Traffic to your landing page can come from other sources such as clicks from search engines (SEO), pay-per-click (PPC) campaigns and social media sharing. Read more

If You Want Better Leads, Set Your Content Free

I admit my headline is a variation on Sting’s “If You Love Somebody Set Them Free” single from his first solo album The Dream of the Blue Turtles.

What does that have to do with lead generation and content marketing? Trust me, there is a connection. Let me explain.

Traditional lead generation tactics usually involves creating some valuable marketing content such as a white paper to use as a giveaway for the purpose of collecting names and email addresses. In other words, marketing content is locked behind a registration form or as some refer to it as “gated content.”

However, is gated content still an effective lead generation tactic in the current environment of social media, RSS feeds, Slideshare and Docstoc?

Setting your marketing content free may sound like a radical idea for those who continue to believe in the old mantra “hand over your contact information if you want my white paper (or other content).” There are some high-profile B2B marketers who are openly challenging the old ways of generating leads. Read more

Don’t Count on Marketing Automation to Solve All Your Lead Generation Problems

Some B2B marketers tend to think of Marketing Automation as the silver bullet that will solve their lead generation crisis. Of course, Marketing Automation alone cannot live up to those hyped up expectations and has to take the brunt of the blame.

That is unfortunate because Marketing Automation software is a very useful tool and in my opinion, a necessity these days. However, B2B and/or industrial marketers must learn to use it correctly in order to harness its true power.

Let’s get one thing straight from the get go, if you are in a declining market with low demand for your products and services, no amount of automation will help you generate new leads. You need to rethink your business model first and fast.

Marketing Automation software is widely used to execute key marketing functions like lead scoring and routing, nurturing via drip marketing, creating email campaigns and landing pages, tracking, measuring and reporting using a unified dashboard. There’s is no question that marketing departments do become a lot more efficient by automating many of these marketing tasks.

However, is improving efficiency enough to justify investing in Marketing Automation? Or do we need to show a verifiable ROI? To most C-level execs that really means answering the question, “How much revenue did it generate?” It is the second question that seems to cause the most problems. Read more