This is helpful because we most often view the message through our own “marketing” eyes. To effectively communicate the value proposition on our lead capture pages, we must be able to map every micro-yes on the inverted funnel. Tweet I just arrived at the Pre- Optimization Summit workshop in Denver and caught the end of Dr. Flint McGlaughlin’s Value Proposition Session. In the case study, Dr. McGlaughlin revealed how one company clarified the value proposition of a landing page for a 201% increase in captured leads. The goal of the page was to capture a lead. Click to enlarge. MORE >>

However, I thought it would be helpful to publicly answer his follow-up question, about lead qualification, on the B2B Lead Roundtable Blog. This is by no means a comprehensive list, but rather a starting point to help get your juices flowing in conversations with Sales. This won’t be helpful to every sales department, but simple firmographics is also information that is on the easier end of the spectrum. You can instantly see how this would be helpful for a sales force, and where it takes place in the sales-marketing continuum can vary by organization. Hand raiser. MORE >>

He develops and guides lead generation program that efficiently and effectively drive revenue for MECLABS Research Partners. Staley points out that this knowledge will also help you determine how to move forward with other marketing decisions: everything from setting keywords, to determining which roles and titles to target, to which type of content might be most effective. Tweet The week before Labor Day, hundreds of marketers descended upon Orlando, Fla., for MarketingSherpa’s B2B Summit 2012. Staley is a program manager. How they found your company. Their buying cycle. MORE >>

took this question to leaders at HubSpot and ExactTarget , organizations that launched marketers into this millennium by providing tools and knowledge to use today’s marketing channels in a way they consider more effective. Mike Volpe, CMO, Hubspot; Ellie Mirman, Head of SMB Marketing, HubSpot; and Chip House, Senior Director of Relationship Marketing, ExactTarget, agreed that no amount of data will help in a list purchase. Tweet Editor’s Note: Buy, build or both? This is the eternal quandary for many marketers and salespeople looking for a reliable list to contact. MORE >>

Asked about current project portfolio management challenges and, when appropriate, sent a follow-up email with information that could help solve those issues. Of course, I got some responses from vendors, but most were from people who were eager to help. Learn 6 steps for creating an effective webinar strategy. Tweet What’s a marketer to do when leadership dismisses marketing and insists that a superior product will sell itself? Follow the lead of Jeremy Scully and take a high-stakes gamble: Put your reputation on the line to prove marketing’s value. The risk? MORE >>