B2B

Effective Selling From Your Non-E-Commerce Product Page

In my last column, I told you about seven must-test elements on your e-commerce product pages. I left you with less tangible products and services with a promise I’d follow up in this column. So, if you sell a product or service through untraditional e-commerce or software, or even software-as-a-service as your product, then how do you maximize the effectiveness of your product pages? There’s a lot to say, so let me get started. Video Marketing Is Hot Just like…

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12 Insider Techniques to Increase White Paper Leads

Are you selling your white papers short with poor merchandising? Many sites offering “free” white papers, case studies, or resources in exchange for some visitor information utterly fail to merchandise their downloads. Yet if your website doesn’t treat your white paper as containing valuable information, your visitors won’t either. The problem starts by thinking of these downloads as free. You’re asking for something extremely valuable to both you and the visitor, their contact information. To get this valuable information, you…

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5 Steps to Increase “Qualified” Leads From Your Website

When you ask salespeople about their biggest gripe about marketing, they complain about not enough qualified leads. You can often tell that this is an issue just by looking at a company’s lead forms. What you’ll typically see is that the the forms ask for too much information and that can hinder conversions from visitor to lead. Marketers are often measured by the number of leads they generate. Sales people are measured by sales. Marketers don’t want to be held accountable…

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SEM Intent & Landing Page Conversions

If you knew the true intent of a search inquiry (query) and you could respond to that intent perfectly then you’d convert most of the time. For more than a decade Bryan, John and I have been working with clients to determine all the different buying modalities (read “Waiting For Your Cat To Bark?“) and provide relevant pathways for them. That’s complex. It’s hard work. I won’t deal with all that here. I will share just one powerful concept that…

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21 Secrets of Top Converting Websites – The Webinar 1/7/10 12pm EST

Can you spare an hour this week for what took me the past decade to put together? This Thursday, January 7, 12pm EST, courtesy of my friends at MarketMotive, you can join me for this free workshop on the 21 Secrets of Top Converting Websites. The average conversion rate for a website is around 3%, but many websites convert at 10% or higher. What do they do that you may not be doing? Bryan Eisenberg, who has been helping companies…

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What’s With Demand Generation / Creation?

I dislike the term “Demand Generation”, also referred to as “Demand Creation” because it’s misleading. Surely marketing professionals know better. I hope. You could always look it up on Wikipedia where it’s reasonably explained. It’s only in several conversations with business owners and C-level executives over the last few months that I realized how misleading the term is. Think about how the term sounds to non-marketing professionals. I mean really, you get this image of a marketer ripping and tearing…

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Jeffrey Eisenberg, Bryan Eisenberg & John Quarto-vonTivadar are the inventors of Persuasion Architecture.

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