Article About Converting Sales Leads

Aug
18

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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Author: Michael Brito

Michael Brito is a Vice President of Social Media at Edelman Digital. All thoughts and opinions on this blog are his own and do not necessarily reflect those of his employer or clients; neither past or present. Feel free to follow him on Twitter or subscribe to this blog.

Michael A. 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/...