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After nine months of writing, fifteen chapters complete and dozens of columns supporting the effort, you’d think that the easiest thing to do would be to pick a name for my conversion marketing book. As it turns out, this is difficult. So why read a post about selecting a book title? Because, it’s all about […]
My ten-year-old son gave me a valuable lesson in content marketing today. Sean has a good friend who, to hear him tell it, rarely changes his expression. It’s just who he is. However, Sean was sharing one of this friend’s more interesting ideas: to build a tall building and put a catapult at the top […]
Conversion marketing is about bringing visitors to choice. B2B marketers carry this same burden.
Can marketers in more conservative industries use techniques proven to increase online leads and sales in B2C markets? Not only should B2B marketers try everything that B2C businesses are using, they risk irrelevance if they don’t.
The core online sales conversion marketing pattern that service and Web 2.0 sites should adopt is the “Site as a Service Pattern.” This is the fifth and last of the core conversion strategies in this series.
Conversion analysis reveals missed opportunities. What is the proper way to charge for online content and increase the number of subscribers? The New York Observer paints a pretty stunning picture of one attempt to launch an online newspaper website. Was it to be expected, or is this an online sales conversion problem? The article states […]
Design your website around the strategies that drive leads and sales and avoid the marketing strategies that don’t convert. I had one of those meetings this week; a meeting with a company that has really come to understand the significance of online conversion in their business. I predict good things for them. They’d taken advantage […]
How to build a marketing database that keeps prospects engaged It sounded like the perfect market: A large and growing marketplace A need so critical that it strikes at the very foundations of the family Increasing competition for scarce supply A marketplace actively using the Internet to solve the problem Add to these the fact […]
Personas provide three powerful points that will help you focus your marketing and advertising dollars, and justify more spending. This is why Personas can mean bigger online projects. The power of fake people Imagine your most important customer, let’s call her Melissa, walking into your meeting room and laying the law down to your manager, […]
Marketing people aren’t important, so let’s call ourselves something else Jeffrey and Bryan Eisenberg make the point in their book Waiting for Your Cat to Bark? that the average tenure of a marketing executive is less than the gestation period of an elephant. WiderFunnel has summarized some of the findings of an Ernst & Young […]
In this article, I parse the language of the behavioral marketing world and find out once and for all what it all really means.
