Marketing ROI is becoming the number one metric for evaluating campaign success. And for good reason: Marketing spend is increasingly under pressure for greater accountability.
For this reason, campaign profitability analysis is essential. So is the need for optimization. ROI is often equated with profitability and traditionally stands for “Return on Investment”.
Lead nurturing is a hot topic these days. Historically, lead generation programs were always designed to quickly pass fresh leads on to sales as soon as they were identified. Time was of the essence, the theory went. And quantity was king. Today, things have change dramatically. In recent years, organizations have realized that it is preferable to let marketing hang on to leads as long as possible before passing them on to sales. Why the big shift in strategy? And what’s be big advantage of nurturing leads before handing then off to sales. Let’s examine what brought about this fundamental reversal.
A well designed landing page can make the difference between a raging success and an abysmal failure for your lead nurturing program. The people at Pardot, just released this really powerful Infographic on the anatomy of a well designed landing page. Their point is well taken: because you typically lose over half your visitors right from the getgo and have to really work hard to convert those who stay on the page.
Know and share your value
Some of the elements that really stand out to me as a relationship marketer are the need for strong call to action and a well crafted value statement. Answering the age old question “WIIFM?” (What’s in it for me?) is essential to producing strong results. This to me is the deciding factor in a landing page, or any other marketing piece.
