Understanding your customer and their interests is the foundation of any successful post-click marketing plan. If you don’t understand your customers, you can’t form a connection with them. I’ve long argued Buyer Personas are THE basic building block of B2B marketing today. But Jim Burns of Avitage told me that companies he talks to claim [...]
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Best Practices can be enormously helpful in pointing you and your landing pages in the right direction. While most best practices will hold true, in post-click marketing it’s important to test everything There are a countless number of articles and blog posts that preach the golden rules to conversion optimization. I’m here to tell you [...]
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Many post-click web pages focus on getting someone to fill out a lead gen form. Not all people who fill out the form will be immediately sales ready. In that case you’ll want to have a successful lead nurturing campaign in place. Jeff Ogden provide seven excellent lead nurturing tips. “Should I have a lead [...]
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Most companies, especially in technology, like to talk about their product and services as if they were their children. As David Meerman Scott says “No one cares about your products and services except you.” This post explores that problem.
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In the exploding space of “online2offline” commerce1, post-click marketing takes on special significance, and increased complexity, as compared to conversion in a strictly ecommerce environment. In this O2O world, a conversion can take many possible forms including phone calls, registrations, lead form submits, whitepaper downloads, local merchant purchases and, of course, online sales. Here are [...]
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