The Point

MAY 20, 2014

The base template for the email appears to be a responsive design, but the main header image is a fixed width (it neither expands nor shrinks), so when the body of the email expands to accommodate a larger screen, the header image immediately looks awkward, and disjointed from the rest of the design – more like a banner ad on a Website.

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

The Point

JUNE 20, 2012

Include a placeholder for an offer image – a simple cover image for downloadable content like white papers, a screen shot for videos or demos or free trials, or a speaker photo for online events. Plus they display more information at a glance (i.e. in the preview pane) without forcing the reader to scroll down the page.

Template 100

Template Tips Landing Pages Marketo 100

The Point

APRIL 4, 2024

That may still hold true for demo requests or “contact us” forms, but NetLine’s data suggests that, for early-stage content: ebooks, Webinars, white papers – marketers may be better off waiting as much as two days before triggering a follow-up email or sales call.

Trends 299

Trends B2B Thought Leadership B2B Content 299

The Point

FEBRUARY 27, 2012

The loophole in this design arises when “active” prospects, those who regularly visit a Website or respond to nurturing campaigns, for example, build up lead scores well out of proportion to their actual level of interest or stage in the selling cycle. Request demo: add 30 points, wait 2 months, subtract 30 points.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

JANUARY 25, 2012

Short anecdote: when a former client insisted on having the logo on their landing page be a live link back to their Website, we were able to show that 15% of PPC visitors were escaping through that logo.). The landing page should have one purpose only, and that’s getting the prospect to fill out a form. ”

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

NOVEMBER 23, 2021

Am I signing up for a demo? I’ve preached this particular sermon multiple times in this space, but again, for the record: “Learn More” is the worst lead generation CTA ever. Because it means nothing. What happens when I click on a “Learn More” button? Am I taken to a form? Will a rep contact me? Sorry, no idea.

Linkedin 130

Linkedin Cost per Lead Paid Search Agency Ads 130

The Point

FEBRUARY 4, 2013

Most surveys on the topic of B2B email marketing, for example, lump multiple offer types (Webinars, white papers, demos, free trials) into the same single reporting bucket, which renders the cumulative data meaningless. The metrics reported by B2B benchmark reports can also be grossly misleading.

Advertising Benchmark 100

Advertising Benchmark Paid Search Agency Marketing Report Demand Generation Agencies 100