Article About Converting Sales Leads
Aug 18, 2006 Michael BritoI 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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August 19th, 2006 at 9:05 am
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/