Every day your competitors do new business with customers who have not even contacted you. This would be understandable if your company had a dubious reputation. But you work at a reputable company which has been on the market for many years, selling quality products. Why on earth do potential buyers not contact you? The answer is quite simple: those…

B2B customers use the products and services they buy to perform their tasks faster, better or more cost-effectively. Ideally, your company sells products that are in great demand. Your sales reps know all their features and maybe even their benefits to users. They wait for prospective customers to contact them and ask if your company can provide a solution for…

In part 1 of our miniature series “How to make your webinar generate sales leads” we gave you an example of how aggressive sales tactics can put off potential customers. Based on a recent GDPR campaign of ours, we’ll now show you how to do it better. Within 90 seconds of sending out our mail blast, we received the first…

In B2B markets, the most widespread way to generate sales leads is through contact forms on web pages. Although producing such leads is one of the main objectives of marketing managers, few seem aware of how many prospective buyers are put off by poorly devised or wrongly implemented contact forms – they will not contact the company at all. So…

Call to action elements are as indispensable in marketing as the advertisements themselves. The universally known marketing principle AIDA (attention, interest, desire, action) can help to explain how they work. AIDA’s second A stands for action: at the end of an advertisement the potential customer is asked to perform a specific activity. We all know the sappy calls at the…

I have showed you before how to make advertising campaigns more successful by using dedicated landing pages. But the subject won’t let me go. Often I get the impression that decision makers are not particularly interested in the success of their B2B campaigns. Why do I believe so? Every day I spot ineffective B2B advertisements, many of which were created…

Here it is: the final part of our series of articles on online marketing performance indicators, which looks at two key figures that I believe ought to feature more in B2B marketing considerations than they often do. They are the social sharing rate, which is the rate of content recommendations posted on social media, and the mobile reading rate, the…

Gradually we’re coming towards the end of our series of articles on “Online marketing performance indicators“. Today’s subject is conversion and its derivative, the conversion rate. Conversion is, in general, the induced transformation of a potential buyer into a more promising potential buyer or an actual buyer. The conversion rate tells us which proportion of a targeted group or of…

Today’s subject in our series “Online Marketing Performance Indicators” is the click-to-open rate (CTOR). In part 3 of our series, we introduced you to the click-through rate (CTR), which represents the number of clicks by recipients of your e-mail shot or newsletter as a percentage of the number of recipients. What the CTOR relates the number of clicks to is,…

If there is a most crucial indicator to assess the success of direct e-mail campaigns, then that would have to be the number of clicks. This value and the resulting click-trough rate (CTR) are the subject of this third part of our series of articles “Online Marketing Performance Indicators“. The reason why you disseminate direct e-mails is usually that you…