Comments on: Website Visitors - Leads or Just Impressions - B2B Marketing and Sales Tip #85 http://www.theb2blead.com/internet-marketing/website-visitors-leads-or-just-impressions-b2b-marketing-and-sales-tip-99/ B2B Marketing and Sales Tips Wed, 20 Aug 2008 02:51:16 +0000 http://wordpress.org/?v=2.2 By: John Stewart http://www.theb2blead.com/internet-marketing/website-visitors-leads-or-just-impressions-b2b-marketing-and-sales-tip-99/#comment-1642 John Stewart Sat, 26 Apr 2008 20:32:15 +0000 http://www.theb2blead.com/internet-marketing/website-visitors-leads-or-just-impressions-b2b-marketing-and-sales-tip-99/#comment-1642 There are a number of solutions on the market (mostly web services), allowing the reveal the company name of the visitor and at the same time the pages visited and time spend on pages. Drive the visitors to your website and capture the company names. Qualify the visitors as leads or not. start to Cold call the qualified companies, which are more likely to be interested to respond to your cold call. There are a number of solutions on the market (mostly web services), allowing the reveal the company name of the visitor and at the same time the pages visited and time spend on pages.

Drive the visitors to your website and capture the company names. Qualify the visitors as leads or not.
start to Cold call the qualified companies, which are more likely to be interested to respond to your cold call.

]]> By: Brad Saxon http://www.theb2blead.com/internet-marketing/website-visitors-leads-or-just-impressions-b2b-marketing-and-sales-tip-99/#comment-1475 Brad Saxon Wed, 26 Mar 2008 21:19:48 +0000 http://www.theb2blead.com/internet-marketing/website-visitors-leads-or-just-impressions-b2b-marketing-and-sales-tip-99/#comment-1475 In my experience one must use a strategy which appeals to the both the conscious and sub-conscious mind(s). Google AdWords, PPC techniques, and even SEO are tactics (not strategies like some think) required to create context for your audience. Context can be defined as: The circumstances in which an EVENT occurs; a setting. Please note that the afore-mentioned tactics can only create a setting in which an EVENT must take place. The potency of the ‘event’ can dictate if the user/audience will take further action. These events, if well designed, can induce a behavioral ‘tipping point’. If a user has arrived at your homepage after reading about your company, or found a link on a search result which resonates with them, you have essentially set the stage successfully. Now you have to appeal to the user’s subconscious decision making process. Appeal to their senses with solid interaction design techniques (mostly visual in nature). Judging from an ever-increasing body of scientific knowledge, one has about 0.1 to 3 seconds to begin a compelling presentation. Due to vast and varied changes in media technology over the past 10-15 years, the average user has a much more sophisticated palette for online media… this is where great visual design can have an immeasurable impact! How many times have you watched a cool flash demo and had a emotional response. Can you think of moments when a single interactive experience, whether it’s a flash demo or a compelling lecture or just a great conversation with another smart person, changed your mind… redirected your perspective. That’s what I would call a cognitive ‘tipping point’. In my experience one must use a strategy which appeals to the both the conscious and sub-conscious mind(s).

Google AdWords, PPC techniques, and even SEO are tactics (not strategies like some think) required to create context for your audience. Context can be defined as: The circumstances in which an EVENT occurs; a setting. Please note that the afore-mentioned tactics can only create a setting in which an EVENT must take place. The potency of the ‘event’ can dictate if the user/audience will take further action. These events, if well designed, can induce a behavioral ‘tipping point’.

If a user has arrived at your homepage after reading about your company, or found a link on a search result which resonates with them, you have essentially set the stage successfully. Now you have to appeal to the user’s subconscious decision making process. Appeal to their senses with solid interaction design techniques (mostly visual in nature). Judging from an ever-increasing body of scientific knowledge, one has about 0.1 to 3 seconds to begin a compelling presentation. Due to vast and varied changes in media technology over the past 10-15 years, the average user has a much more sophisticated palette for online media… this is where great visual design can have an immeasurable impact!

How many times have you watched a cool flash demo and had a emotional response. Can you think of moments when a single interactive experience, whether it’s a flash demo or a compelling lecture or just a great conversation with another smart person, changed your mind… redirected your perspective. That’s what I would call a cognitive ‘tipping point’.

]]> By: Peter Raulerson http://www.theb2blead.com/internet-marketing/website-visitors-leads-or-just-impressions-b2b-marketing-and-sales-tip-99/#comment-1468 Peter Raulerson Wed, 26 Mar 2008 17:40:10 +0000 http://www.theb2blead.com/internet-marketing/website-visitors-leads-or-just-impressions-b2b-marketing-and-sales-tip-99/#comment-1468 I share your perspective, Suaad, that just asking visitors to sign-up for newsletters or register for downloads, is not enough. You're also right that search engines are geared for consumers, not B2B customers. Recently, I've come to see how analyzing visitors' clickstreams can make a big difference in (1) understanding what visitors are focusing on (on my clients' websites) and (2) identifying spots where they exit the website instead of taking the steps we expected (like digging deeper, registering for a webinar, etc.). In addition to clickstream analysis, you can run controlled experiments like A/B tests et al. to systematically find the combinations of content and flow that raise the sign-up percentage to 5% or (in some cases I've seen) as high as 35%. That's a 500% to 3500% gain over the 1% you're worried about. I share your perspective, Suaad, that just asking visitors to sign-up for newsletters or register for downloads, is not enough. You’re also right that search engines are geared for consumers, not B2B customers. Recently, I’ve come to see how analyzing visitors’ clickstreams can make a big difference in (1) understanding what visitors are focusing on (on my clients’ websites) and (2) identifying spots where they exit the website instead of taking the steps we expected (like digging deeper, registering for a webinar, etc.). In addition to clickstream analysis, you can run controlled experiments like A/B tests et al. to systematically find the combinations of content and flow that raise the sign-up percentage to 5% or (in some cases I’ve seen) as high as 35%. That’s a 500% to 3500% gain over the 1% you’re worried about.

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