David Skok, VC and Hubspot board member, shares his benchmarks for customer acquisition costs by sales model in a recent 124 page presentation. The presentation is 124 pages long, but slide 18 has these magic numbers, shown here.
Read more →The smaller the set of prospects you’re battling over, the more critical accurate and complete contact information is.
Even so, expensive but incomplete or out-of-date prospect databases are found (even in sizable companies) more often than you’d expect.
Here is how to develop a strong capability in this area.
Read more →Business Week recently reported on the process Google went through for revision 8 of its results page.
Now most of us don’t have Google’s advantages:
So wouldn’t it be great if we could piggyback on some of Google’s lessons?
Read more →Bruce Clay, the SEO guru, cited a remarkable statistic in a recent webinar: 40% of Omniture sites are set up incorrectly, with 20% of those sites having the Google search code inserted multiple times on a page. That will inflate results.
Think of all those well-meaning marketers who are rigorously collecting and using metrics but are being led astray. The darn reports – so professionally formatted – look sooo reliable. But even they could be lying to you.
Read more →Many B2B homepages are becoming more like Times Square every day. The real estate is dividing into a myriad of different billboards, each touting its own message: “Look at our awards,” “See our customers,” “Free trial over here.”
Many such “billboards” are flashing or scrolling to catch the visitor’s eye, often in competition with one another.
The question is, are your visitors like tourists strolling through Times Square on their way to a matinee with little time to spare, or are they a captive audience willing to watch and absorb all you hope to communicate?
Websites increasingly appear to assume the latter, but Web-analytics data prove the former.
Read more →I sometimes joke that Survey Monkey et al have made it easier to conduct lousy surveys faster.
Because it is easy and inexpensive to create and distribute questionnaires, people spill them out without much thought.
Common sins include:
Sins like these often produce high abandonment rates and misleading results.
Here’s how to avoid them.
Read more →Over the last year, more B2B companies are finding that email and direct mail are reaching fewer their customers and prospects. And adding new and relevant prospect to their mailing list is increasingly difficult. On top of that, it seems like every conceivable white paper topic is being offered by 10 different vendors.
How do you cut through the clutter? Take a lesson from the iPhone.
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