Article About Converting Sales Leads

Conversion Rates, Customer Experience, Online Marketing 18 Aug 2006

I just read this article about BTB marketers having a hard time converting sales leads because they are requiring user registration before letting them have access to more content on their site (i.e. articles, white papers, etc.) Not sure how I feel about this; I mean, how else are they going to generate leads? If it’s a white paper or some industry study, perhaps they offer some content for free (maybe a few chapters) and then ask for registration when visitors want full access to the report.

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Michael Brito

Michael Brito is a Senior Vice President of Social Business Planning at Edelman Digital. He helps his clients transform their organizations to be more open, collaborative and socially proficient; with the end result of creating shared value with employees, partners and customers. Prior to Edelman, Michael worked for Intel and Hewlett Packard in various social media marketing roles. Opinions posted here are his own. Feel free to follow him on Twitter, subscribe to this blog or read some more of his content on Social Business News.

http://www.writingwhitepapers.com/blog/ Michael Stelzner

This is a good topic. I just covered this on my blog. When it comes to white papers, I feel you should include the first few pages and then include form so you can capture the lead. However, a new strategy is pre-conversion segmentation. Check out this description of it: http://www.writingwhitepapers.com/blog/2006/08/18/funnel-folks-before-the-form-new-lead-generation-strategy/

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