Archive for April, 2013

Seven steps to ensure your B2B website goes completely unnoticed

Friday, April 26th, 2013

In contrast to our usual helpful and informative selves, we thought we’d put a slightly different spin on things for this post. Read on and you will learn how to fall into the key traps of B2B website development thereby ensuring that you fail to attract the attention of customers and prospects alike.

1. When developing a website that is destined to perform poorly, it’s important to get everything wrong from the outset so let’s start with the brief. Key to this part of the process is avoiding the use of phrases such as lead generation, conversion and return-on-investment. This is important as the best briefs for websites that deliver little or no impact, unsurprisingly, avoid clear objectives and meaningful metrics from the off.

Inbound marketing for reducing costs

Monday, April 22nd, 2013

Inbound marketing can be a way of reducing costs within your business. Read on to find out how…

Reduced cost-per-lead

In the State of Inbound Marketing 2012, it was found that the average cost-per-lead for inbound marketing stood at $135 compared to $346 for outbound leads.

The report also found that blogging, social media and SEO produced a below average cost-per-lead among more respondents than for direct mail, telemarketing, PPC or trade shows.
Average cost per lead

Save time with marketing automation – Acquisio case study

Before Acquisio implemented marketing automation methodology, leads were typically gathered at trade shows and then passed to sales with no lead nurturing, relationship marketing or lead qualification carried out first. This resulted in a lot of wasted time as sales teams spoke to leads who weren’t ready to buy or had to sift through the data in order to pre-qualify the leads.

This changed once marketing automation was implemented. By using marketing automation, Acquisio was able to cut lead qualification costs by 50% and reduce the time between lead generation and initial contact by more than 90%. This second detail is particularly important as sales studies show that 35-50% of sales go to the supplier that responds first.

Identify under-performing paid media spend – NSK case study

NSK, an IT consultancy based in Boston, MA, implemented HubSpot all-in-one marketing software and saved $18,000 by using the analytics tools to find out how much traffic was being directed from a sponsorship they had on another website. The data revealed that only a handful of people ever navigated to NSK’s site and Cathie Briggette, director of marketing at NSK, saw that a change was necessary.

Cathie says, “[HubSpot has] saved me a lot of guessing and marketing dollars, because now I can show anyone what we are spending that money on, and how well it works.”


How to create valuable marketing offers for inbound marketing

Friday, April 19th, 2013

If you have been reading any marketing literature from the last few years you are likely to have heard the phrase “content marketers have to think like publishers.” This is simple enough if you’re a publisher but for the rest of us it can be difficult to get a grasp of what this actually means. By following these steps you can plan your content marketing with the focus on increasing your online visibility and generating more leads.
Photo video and checklist icons

Step 1: Consider the stage for the content

Within your marketing funnel there are four stages which your potential customers will be at during some point or other. The stages are: awareness, where your potential customers become introduced to your brand; research, where your audience is looking for potential solutions to their problems; comparison, where your services are compared to the competition; and purchase, where the buyer decides who to buy from.

Infographic: What is inbound marketing?

Thursday, April 18th, 2013


Source: via Carla on Pinterest


Creating landing pages that convert: four key elements

Wednesday, April 17th, 2013

In order to get higher conversions of visitors-to-leads with your landing pages you will need to concentrate on four key aspects of the landing page design. This blog will focus on each of the four aspects in a little more detail to see how to optimise each of them.

Example of a landing page


With the attention spans of online audiences decreasing to almost nothing (a recent study found that a one second delay in page load time can result in an 11% reduction in page views, i.e. people are turning away from your content before they even see it!), your headline has to tell them what they need to know immediately. When you’ve written the headline, perform the blink test – can the viewer understand the offer and what you’re asking them to do in less than five seconds?


Having captured your reader’s attention with your headline, your body copy needs to be short and to the point in order to convince them that taking up your offer is the best thing for them.

You need to be able to quickly convey the value of the offer to the reader, so keep the paragraphs short as walls of text will turn people away. Use bullet points and numbering to simplify the visual layout of the text and use bold or italicised text to highlight the main points.


The image is a key factor in conversion, often overlooked in landing page design. Use an image of something representing the offer such as the cover of an eBook or the profile photo of a webinar presenter.


When creating your landing page you should always keep in mind the end goal is to capture some vistor data through the completion of your form. Generally, the shorter the form is, the more likely the vistitor is to fill it in. You might want to ask a string of questions to help guide your lead nurturing program but you should only ask the questions that you absolutely need the details to at that point in the lead generation/qualifying process.


11 reasons to nurture your leads with marketing automation

Tuesday, April 2nd, 2013

Personalised emails increase CTR

Marketing is changing and the reasons to embrace the changes are irrefutable. Advances in marketing automation software are putting those using lead nurturing at the front and centre of customer minds when they come to choose a supplier. Read on for 11 more compelling reasons to start using lead nurturing within your marketing process.

Produce more sales ready leads at a lower cost

Companies who shine at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Source: Forrester Research)