By now, you know the drill:  when you develop a Pay Per Click ad campaign, you also need to create one or more landing pages, on which your click-thrus will be encouraged to part with some of their strategic information in exchange for some sort of offer.

And for many companies, this is still the recommended approach.  However, there are a number of situations where a different approach may be better, and should at least be given careful consideration.  Some of these situations include:

• B2Bs with a big-ticket, highly-considered product or service, where the offer is most likely something “soft”:  e.g., a white paper or webinar
• divisions or lines of business which have little commonality with the other businesses of the company of which they’re a part
• companies that hold a portfolio of brands, each of which has – and requires – greater visibility than the holding company itself

All of these cases have a couple of things in common: [Read more...]

We’ve blogged on this subject before, but now comes Melissa Burdon with a similar message on FutureNow …which basically is:

If you’re tracking only clicks as conversions, and not phone calls, you could be missing a significant portion of the ROI that’s due to your online marketing.

B2Bs tend to assume the universality of their usual model of present ad – click – fulfill offer – nurture for months.  But some prospects are in more of a hurry, and just might place an order – or at least take your 60-day free trial – if…  [Read more...]