White Papers Still Work. If . . .

by Wiz

Whether it’s white papers, or case studies, or emails, or social media . . . if you don’t write reader-centric copy that also engages your audience, then it won’t get the job done. Whatever job you’ve given the white paper (e.g., lead generation, moving a prospect farther along in the sales cycle); you must bear […]

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From 1-to-10 … How is the content in your B2B marketing?

by Karen

Is your answer less than 7 or 8? Or considerably lower? You’re not alone. A recent survey by Corporate Visions shows “80% of B2B marketing and sales professionals view their demand generation campaigns as ineffective to semi-ineffective.” And content is their biggest challenge. What is it they dislike the most about the content? It isn’t […]

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Consistent B2B Lead Generation Messaging

by Karen

It’s important to have consistency in the messaging for your business-to-business integrated lead generation campaigns. Of course you’ll need some serious editing as you move from the direct mail letter to your website … on to email and social media updates … and also for mobile. What you want remaining consistent is the overall tone […]

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Why B2B Copywriting MUST Have Emotion

by Karen

Perhaps you’ve heard it said that people make a decision based on emotion; and then justify or rationalize the decision with logic. But you don’t quite buy into this. After all, you sell software to engineers. Or drill bits to oil and gas companies. Or spare parts to aircraft manufacturers. You’re thinking, “Those folks aren’t […]

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Mobile Landing Pages: Think Landing Page “First”, Mobile “Second”

by Wiz

With all the recent discussion about smartphone adoption rates, I’m starting to see more and more commentary about mobile landing pages. Most of what I’ve read, though, focuses on the “tech” side of the mobile equation – how to make the landing page work with mobile devices. However, it’s important to remember that these are […]

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Increasing Conversions? Start Here

by Wiz

A couple of weeks ago a prospect called – his PPC campaigns weren’t working, and would I please take a look to see what was going wrong. I looked at campaign structure, keywords, ad copy – and things looked to be in decent shape. Then I clicked one of the ads, and found a problem: […]

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