Friday, April 25th, 2014

B2B Marketers Must Embrace Conversion Marketing

What are you afraid of?

The goal of my Ion Interactive presentation “What Can We Learn from the Bad Boys of Marketing?” was to shake things up a bit.

Conversion marketing is about bringing visitors to choice. B2B marketers carry this same burden.

Can marketers in more conservative industries use techniques proven to increase online leads and sales in B2C markets?

 

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Not only should B2B marketers try everything that B2C businesses are using, they risk irrelevance if they don’t.

In my Ion Interactive webinar, I use two B2B landing pages to illustrate how these B2C techniques can be used: AdwordAdvantage.com and CoverActionPro.com.

  • Long copy
  • Bold headlines
  • Highlighting and bullets
  • “Johnson” boxes
  • Risk reversal
  • Testimonials
  • “Act” buttons
  • Signatures and postscripts

I go as far in the Webinar to state:

“Business to business copy sucks. It’s horrible to read. There is a need, that when someone recommends a site to their boss that you look professional, but it doesn’t mean you have to write like an idiot.”

Certainly you can deliver a high-converting experience without harming your online brand, like CoverActionPro.

You have to work harder. You can’t ask a committee of executives to review your pages. You have to know how your page is performing and how changes are affecting your results.

You can learn more about analytics and their proper application at my AEN Short Course “Web Analytics: Tools and Best Practices” on June 11, 2010.

Enjoy the Webinar and don’t miss Anna Talerico’s Conversations on Conversion podcast.

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  • http://www.ioninteractive.com Kristina Allen

    Hi Brian! Thanks again for guest hosting the “Bad Boys” webinar for us. It was very informative, and everyone just loved tweeting about ‘Johnson boxes’ ;D – Kristina, @ioninteractive

    • http://ConversionScientist.com Brian Massey

      Kristina,

      It was a great experience and I’ve started many new conversations with businesses who want more leads and sales from their sites.

      Thanks for having me.

      Brian

  • http://www.ioninteractive.com Kristina Allen

    Hi Brian! Thanks again for guest hosting the “Bad Boys” webinar for us. It was very informative, and everyone just loved tweeting about ‘Johnson boxes’ ;D – Kristina, @ioninteractive

    • http://ConversionScientist.com Brian Massey

      Kristina,

      It was a great experience and I’ve started many new conversations with businesses who want more leads and sales from their sites.

      Thanks for having me.

      Brian

  • Jonathan Gilliam

    Good stuff Brian!

    • http://conversionscientist.com Brian Massey

      Thanks, Jonathan.

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