Demand Generation

As every B2B marketer knows, getting traffic to your website is only half the battle. You also have to make sure that those visitors actually do something when they land on your site – this is where landing page optimization comes in. Optimizing your landing pages means making the most of the traffic you already have. These visitors have already shown they have some kind of interest in your business…

Picture this: You’re sitting in a conference room. Your team is discussing new ways to highlight your business’s value position and drive more leads. Someone experiences that “Aha!” moment and suggests a webinar. Everyone agrees it’s a great idea, and you raise your hand to lead your organization’s first-ever webinar series. Sure, webinar marketing initiatives can lead to high-value impact and brand loyalty for your business. However, where do you…

When was the last time a salesperson showed up at your front door? It was a common sight up until the 80s. Only a few thousand door-to-door salespeople exist today, according to the Bureau of Labor Statistics – mostly for residential construction and building finishing. For all its faults, the individual nature of door-to-door selling still offered a few benefits: You could build a relationship with each lead and customer.…

Marketing campaigns are fundamental to capturing leads on the internet and turning them into sales. If you don’t know how to run a marketing campaign, your business won’t grow. Some marketing campaigns are complex, utilizing multiple mediums and platforms to deliver an array of messages. But the truth is that most marketing campaigns don’t need to be that complicated. You can see success with a simple message and call to…

Lead qualification helps B2B marketing teams focus their efforts and resources on serious buyers and prospects that are likely to take the next step. It’s about prioritizing quality over quantity while delivering a personalized customer experience. In this article, we’ll explain the lead qualification process step-by-step. But first, the why. Why Is Lead Qualification Critical to Marketing Success? The lead qualification process is a strategic and systematic approach to evaluating…

What is drip marketing? How does it work? What benefits does it offer? We’ll answer these questions and more in our beginner’s guide to drip marketing. What Is Drip Marketing and Why Does It Matter? Drip marketing — sometimes called drip campaigns, automated email campaigns, marketing automation, lifecycle emails, autoresponders and more — is the use of automated sets of emails that are sent on schedule following an event or…

Email marketing campaigns are nothing new but are still a favorite among savvy marketers. The right content at the right time landing in someone’s inbox can break through the noise, capture their attention, nurture their interest, and convert. The question, then, is this: Do you know how to run a successful email marketing campaign? If not, it’s time to learn. Yes, it’ll take some research and planning, a little snooping…

You might think that email drip marketing is kind of old-school. After all, they’ve been around practically as long as email itself. How well does email drip marketing work?. Really well, it turns out. Drip marketing's heady blend of old-fashioned sales letters (think Claude Hopkins) and high-tech personalization can convert like nothing else. Email itself has proven to be a consistent conversion driver. Over the last five years, its conversion rate…

In a world oversaturated with digital communication and never-ending pings and dings and notifications that are — for the most part — ignored, there is still one, albeit a little old, way to get through: email marketing campaigns. Regardless of their age, gender and life experience, consumers have a hard time letting an email go unread, especially if it’s personalized. In short, we just can’t quit email. “Everybody uses it.…

Outstanding traffic means zilch when those visitors aren’t making the conversion into customers. Sure, content is a necessity, but the end goal is to see these readers act and make a purchase, download a document, or give us their contact information for later use. The only way to accomplish any of this is through proper website conversion rate optimization (CRO), and without it, you can kiss your profits goodbye. Newsflash:…