B2B Lead Generation Marketing Book Reviews, White Papers
 |
 |
Marketing Resource ListMarketing Book Reviews"Call to Action, Secret formulas to Improve Online Results" - by Bryan & Jeffrey Eisenberg
"Scientific Advertising" - by Claude Hopkins
"Writing White Papers - How to Capture Readers
and Keep Them Engaged" - by Michael A. Stelzner White Papers, Articles Press Release 11/21/2006 Marketing Book Reviews
"Call to Action"by Bryan & Jeffrey Eisenberg "Call to Action" in summary, pertains to an oft overlooked element of Online Lead Generation or Demand Generation. Specifically, this informative read addresses how to maximize the conversion of prospects that find, or are purposely driven to your b2b website. Whether your organization utilizes paid advertising, Search Engine Marketing (SEM), white papers or articles, online press releases, blogs, or RSS feeds for sales lead generation, this book will increase the chance of actually converting these prospects into live business opportunities. In essence, most organizations do a fair job of driving click stream traffic to their corporate website however they fall short of getting the prospect to take the final step and telephone immediately or fill out a lead generation form which is the goal. Key Learning - Chapter 1 In the first chapter for example the Eisenberg Brothers point out that in order to build a successful lead conversion pyramid, companies need to focus on building a foundation around the conversion process. In fact, by making the conversion process the ultimate goal companies are able to achieve higher overall conversion rates. The Eisenberg's point out "when a dismal 2% conversion rate rises to 4%, it constitutes a 100% increase which usually leads to profitability". Key Learning - Chapter 2 In Chapter 2 the Eisenberg's discuss keeping your website simple in design, and navigation, and giving the prospect what they want immediately. They provide helpful tips when designing and deploying the corporate website such as limiting scrolling by the prospect, and developing simple and consistent navigation. However, they go further by recommending ways to keep from stranding your prospect while navigating your website. The average prospect is looking for ways to disqualify you first, through browser incompatibilities, slow page load times, and even grammatical errors. In short, marketers must pay attention to every detail to convey the credibility of your offering. Key Learning - Chapter 4 Chapter 4 is particularly enlightening for those companies attempting to make gains in their lead generation conversion rates. They discuss mapping scent trails for the prospect with specific keywords relevant to the initial search and an item that we found particularly useful; the use of conversion beacons which essentially guide the customer through each click action to a final conversion. To summarize, if your organization is designing and developing a new website or redeploying an existing website with the purpose of lead generation or demand generation "Call to Action" is well worth the price at $24.99. The amount of tips and useful examples in this book more than pay for the purchase and will help your company optimize your chances of success. Considering the average business buyer makes a decision about the relevance of your companies website within 2.3 pages, and in 8 seconds, every click is critical to your conversion success. 
"Scientific Advertising"
by Claude Hopkins The original creator of marketing metrics. This classic book is one of the most highly acclaimed books ever written in the advertising and marketing industry. The time-honored standard of measurable techniques and experiments was written in the 1920's! His medium agnostic principles and methods remain the standard of all serious marketers. Mr. Hopkins invented the coupon as a method of tracking sales. He believed that your product is often it's best salesperson. He tested individual ad components through a split-testing method - header1 against header2, image1 against image 2, offer1 against offer 2, etc. This is one of the primary tools for success in Google Adwords, or any other Pay-Per-Click (PPC) campaign. These methods are still in use today. If you are interested in analytics and their use in marketing and b2b sales lead generation then this book is a must-read. You can read this fantastic book on advertising and marketing metrics right now by downloading the pdf file. 
"Writing White Papers - How to Capture Readersand Keep Them Engaged" by Michael A. Stelzner Michael Stelzner is the undisputed leader in writing white papers. His client list is exhaustive and when he writes a book on the art of writing white papers you should read it. This marketing book review is provided because white papers and articles are effective methods of increasing website traffic and b2b sales lead generation. The book begins with quick guidelines and results from surveys of hundreds of white paper writers. Primarily, you want to start with addressing the problem, needs or challenges instead of jumping directly into the solution. He moves on to a primary objective, needs assessment, topic creation and identifying your readers. Multiple layout templates are provided along with topic types like problem/solution, what to look for when you..., historical overview, how it works, etc. He provides online sources for doing your research on any topic (FindArticles.com and KeepMedia.com). The tips on paper titles is invaluable since the title may be as far as your reader gets if you don't have an alluring title to lead them in further. There are many other great tips like: - If you present a list of strong benefits you can skip mentioning features. -Action verbs increase the chance of your paper catching the eye of a reader. In particular, this is important if it is seen in a search engine results page. - Ending the paper with your product or service as the recommended solution is beneficial to the reader. Without this the reader is left with a feeling of general goodwill, but no specific step to take next. You can subscribe to Michael A. Stelzner's WhitePaperSource newsletter at: WhitePaperSource.com If you are considering writing a white paper for b2b sales lead generation then this book is highly recommended by our marketing professionals at Mercury Leads. White Papers, ArticlesSales Lead Generation: What's Working TodayBest practices of successful b2b sales organizations are described in this downloadable White Paper. Landing Page Quick Reference Guide - written by our partner Michael Cordova this handy 3 page guide is indispensable if you use your website for leads or engage in Pay-Per-Click (PPC) search engine marketing (SEM). Wisdom 2007 B-to-B Marketing - Our partner Tom Link contributed to this Marketing Sherpa paper with test results and lessons-learned guide. Search Engine Optimization (SEO) Successes - The Search Engine Optimization (SEO) results we achieved in one month! Press ReleasesB2B Sales Lead Generation, Direct Marketing, Internet Marketing and SEO Consulting Firm - Mercury Leads |
|
LEADS HOME |
| STRATEGY |
| EXECUTION |
| TESTIMONIALS |
| RESOURCES |
| SEM PPC Tips |
| THE TEAM |
| CONTACT US |
| SITE MAP |
| © Copyright 2006 - 2008. Mercury Leads, Inc. All rights reserved. |
|
B2B Lead Generation Marketing Book Reviews, White Papers |