Questions? (877) 643-7244

B2B

FutureNow Post
Wednesday, Feb. 3, 2010 at 7:50 am

Can Conversion Rate Optimization Improve Lead Quality?

February 3rd, 2010

There was a question posed in the comments section of my last post on Pay Per Click optimization that I thought I’d try to address: “What are your thoughts on using CRO to improve the quality of leads?”

Good question!  Many people assume that optimizing for higher conversion rates in the Business to Business (B2B) environment always ends up decreasing lead quality.  We at FutureNow don’t believe that for one minute, though.  If you’re responsible for a B2B lead generation…

...continue to read "Can Conversion Rate Optimization Improve Lead Quality?"

FutureNow Article
Friday, Jan. 22, 2010

Graduating Prospects: Getting the Most Out of Your Customer Information Form

January 22nd, 2010

graduation-cap-300x242.jpg (JPEG Image, 300x242 pixels)_1264022543574The core of FutureNow’s service offering is helping clients persuade their visitors to move from one stage in their buying process to the next, to ultimately convert more visitors into customers.  One common question we get from B2B marketers is how to design marketing efforts that “graduate” their prospects from one stage of their buying process to the next.

If you’re familiar with FutureNow’s process or are a frequent grok reader, you’ll already know that our process involves not only designing…

...continue to read "Graduating Prospects: Getting the Most Out of Your Customer Information Form"

FutureNow Post
Wednesday, Dec. 9, 2009 at 8:07 am

B2B Marketing Book Review and Commentary, Part 2

December 9th, 2009

digbodlangLast week, I posted Part 1 of my book review of Steven Wood’s Digital Body Language book.  It covered how the landscape of B2B, complex sales, and marketing has changed because of rapid developments in the Online world, and what the Digital Body Language (DBL) concept is.

In this post, I’ll wrap up by covering some of the benefits you can get if you learn to observe and leverage DBL, as well as some of the author’s ideas about the future of…

...continue to read "B2B Marketing Book Review and Commentary, Part 2"

FutureNow Article
Wednesday, Dec. 2, 2009

B2B Marketing Book Review and Commentary, Part 1

December 2nd, 2009

digbodlangI recently finished up a darn good book on B2B marketing called Digital Body Language: Deciphering Customer Intentions in an Online World. It was written by Steven Woods, who co-founded the ‘marketing automation platform’ vendor, Eloqua, in 1999.

I’m going to attempt to summarize, review, and add some commentary as it pertains to how we at FutureNow use this concept of ‘digital body language’ to increase the marketing effectiveness of lead generation sites.

First off, I would say that the title of…

...continue to read "B2B Marketing Book Review and Commentary, Part 1"

FutureNow Post
Monday, Nov. 2, 2009 at 9:00 am

All Aces: Overlapping your Marketing Efforts for Better Results

November 2nd, 2009

acesGenerating targeted traffic and conducting website optimization are critical to increasing online sales. Ok, yeah, you already know that ;)

But did you know that traffic generation and website optimization aren’t mutually exclusive? There are tactics that will help you accomplish both goals at the same time, and one FutureNow Partner recently spoke to me about a tactic that’s working well.

Our Partner is a software development firm that specializes in web-based applications and good old web development and design. They are currently gaining leads…

...continue to read "All Aces: Overlapping your Marketing Efforts for Better Results"

FutureNow Article
Tuesday, Jun. 16, 2009

Are Your Analytics Causing You to Lose 30% of Your Sales?

June 16th, 2009

Most companies measure keyword performance – and especially PPC keyword performance – based on one factor: did that word or phrase bring converting visitors to the site on the visit in which they converted.

So the natural thing to do is trim non-performing words and phrases in order to increase the efficiency of your PPC spend.  And that’s exactly what one client did, except rather than increasing his efficiency, he dropped his sales by 30%.

Why?

Because, depending on what you…

...continue to read "Are Your Analytics Causing You to Lose 30% of Your Sales?"

FutureNow Post
Tuesday, Apr. 28, 2009 at 9:14 am

Why the Action Flick Always Gets Watched First

April 28th, 2009

So I’m at the local Block Buster, holding a typical 3-movie stack:

a serious or respectable drama or film classic, a romance or chick-friendly movie for the wife, and some guilty pleasure action movie or low-brow comedy.

Guess which movie gets watched last or returned unwatched?

You betcha, it’s usually the drama/classic.  Oh the shame!

The thing is, unless I had added the high-brow movie to my “menu,” I’d likely have forgone the guilty pleasure of the action flick and just picked up the…

...continue to read "Why the Action Flick Always Gets Watched First"

FutureNow Post
Wednesday, Apr. 22, 2009 at 3:30 pm

Precipitating Events and B2B Web Copy

April 22nd, 2009

A lot of us know we ought to do certain things but never get past preliminary research on it until something jars us into action.  I know exactly what type of exercise plan I should be doing.  I’ve researched my options, bought and read some books, and…sat on my increasingly fat ass.  And if you don’t think the same thing happens with organizations, you’re nuts; institutions generally have MORE neurosis than individuals, not less.

Here’s a few business…

...continue to read "Precipitating Events and B2B Web Copy"

FutureNow Article
Tuesday, Apr. 21, 2009

Can your Website Handle the Complexity of your Sale?

April 21st, 2009

As weird as it sounds, it’s the norm for businesses with sales cycles that might be as long as several months to a year and that might involve multiple decision makers and influencers to utterly fail to take these factors into consideration when constructing their website or selecting an analytics package.

In fact, whenever I work with B2B and complex sales clients it’s a sure bet their website won’t:

1) Adequately address the multiple decision-makers and influencers involved in securing the lead…

...continue to read "Can your Website Handle the Complexity of your Sale?"

FutureNow Post
Sunday, Dec. 7, 2008 at 11:20 pm

No More Consulting Indigestion

December 7th, 2008

Have you ever received great advice from a consultant but couldn’t implement it?

A recommendation is just advice, no matter how excellent, until you implement.

It’s only when you implement a recommendation that you reap the rewards.

Even when you know the advice is great you can get consulting indigestion.

You, the client, in consuming the advice can be the log jam or the hero of every consulting engagement. It’s rarely the consultant that makes the difference. If you choke or get indigestion then consulting leaves…

...continue to read "No More Consulting Indigestion"

Marketing Optimization Blog
FREE Newsletter Sign-Up
send it once every: