Why do so few companies have video testimonials from their clients on their websites?  Why don’t I?  There is absolutely no cost or technology barrier anymore.  So what’s our excuse? It might not look good enough.  A good heartfelt moment trumps technical quality any day.  Go back and look at your home movies if you don’t believe me. My clients might not be willing to do it.  Ask them,...

Why do so few B2B marketing stakeholders pay attention to their website conversion rates?  Why are so many B2B marketers hung up on and obsessed with generating more traffic and ‘buzz’ via social marketing and search engine marketing? If their business was a pizza shop and only 2 out of every 100 people who walked by actually walked in, and for every 100 people who walked in, only 5 bought  some...

Let’s imagine you learned of a mechanic who could double your gas mileage. You could take your car in and, after paying for a few modifications (which are legal, moral, and ethical), your gas mileage would be forever doubled. You would get to enjoy the savings and efficiency for as long as you own your car. Would you do it? While I know of no such mileage-doubling opportunity, I am aware of a sales-doubling...

Recently I was helping a client  launch a test campaign for their B2B technology company.  The head term clicks are surely to be at least $10.00 and probably more like $20 or $30. As I’m helping them come up with ad copy and mock up some landing pages, I’m feeling pretty confident that we’ll have a good shot of catching a few good sales opportunities for the buck with some pretty decent...