Email Appending Newsletter
December 2010
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Marketing Sherpa on Landing Pages
The number one reason that companies do not use landing pages is that t heir marketing department does not know how to set them up and/or they are overloaded with other work.
Only 52% of the companies that use landing pages for lead generation test them to improve conversion.
McIntosh Consulting
Do the math, replacing two of the $392 sales calls with five marketing contacts at $30 each for the prospecting and qualifying steps. The result? You've invested only $150 to complete the first two steps that otherwise would have cost you $784 with in-person sales calls.
So instead of adding more salespeople to knock on more doors, use marketing to cost-effectively contact your prospects and fill the sales pipeline with qualified business leads via sales lead generation tactics. Doing so will result in more sales-ready opportunities that your salespeople can turn into new business, meaning greater sales revenue and profits for your company.
Marketing Sherpa's B2B Summit...Take Away Wisdoms:
Email Marketing and Nurturing
- Don't make your B2B emails too image heavy. Text and information are key.
- In drip nurturing campaigns, remember to segment your audience first and tailor the content to them.
- Social media sharing helps build email subscriber lists.
- The word "Lead" is misleading. Think of them as future customers. Design your lead nurturing campaigns accordingly.
- When building multiple nurturing tracks, use logic features in your campaign software to ensure your subscribers don't get overwhelmed by multiple emails at once.
- "Emotional unsubscribes" can be hurting you just as much as regular unsubscribes. Monitor for inactivity.
Conversion Optimization
- Landing pages need to answer three questions: Where am I? What can I do here? and Why should I do it?
- Consider your visitor's thought process. Guide their thoughts. Make it easy for them.
- Clarity trumps persuasion. Use quantitative statements when possible. And sentence modifiers, e.g. "complete", "full", "small & medium" must be used precisely and consistently.
- Read your own landing page copy like you read your own inbox emails: skeptically, and as if you want to get rid of them quickly.
- Consider all of the steps in the conversion process and ensure there is continuity and relevancy throughout.
Think about it: What if you were able to reclaim 10 or 20 percent of your sales budget by increasing sales productivity? What if a mere percentage of that was diverted to your marketing budget to invest in better lead-qualification tools such as marketing automation, content strategy, lead nurturing, and telequalification? How much revenue could that potentially drive? How can you make a water-tight financial case to your CEO to prove that giving marketing more money will help significantly increase sales productivity and revenue capacity?
Read more
Let us show you how you can harness the power of your database by leveraging our technology solutions and database experience. Visit us on the web at www.ListK.com.
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