Marketing Strategies for B2B Software Companies

Kim Cornwall Malseed

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Top Stories by Kim Cornwall Malseed

Have you ever spent hours creating a website landing page to generate leads by offering a white paper, webinar, product trial, or other, only to have very few site visitors follow your call-to-action and convert into prospective customers? I certainly have. The first landing page I ever did, many years ago for a B2B technology company, bombed big time with just a .3% conversion rate (conversion rate is number of total customers that visit landing page divided by number of visitors that follow call-to-action). Since then, after much research and results testing, I’ve learned how to create landing pages that average conversion rates of 6-10% and higher. How can you achieve these results? Follow these 5 design and copywriting tips: 1- Use a ‘Hero Shot’ Image Particularly for white paper, ebook, case study, webinar and similar offerings, use a thumbnail image of the whi... (more)

How to Convert B2B Software Free Trial Users into Paying Customers

"We generate quite a few leads from the free trial of our software, but not enough leads convert into paying customers. What can we do?" It's a question I've been asked by clients, seen on LinkedIn and other online forums, and a problem I had to help solve while working in the marketing/PR department of multiple software companies. Since free trial offers are a main source of lead generation for many B2B software companies, it's imperitive that these leads are converted if sales revenue goals are to be met. Free Trials Alone Won't Sell Software I believe the root of this problem c... (more)

10 B2B Content Marketing Mistakes and How to Avoid Them

Not sure what content marketing is? A quick definition: Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action. (Source: Junta42) Note the bold terms – relevant and valuable, clearly defined and understood target audience, profitable customer action. These three areas are the most critical parts of content marketing, but are often not delved into deeply enough by BtoB marketing pros. During ... (more)

B2B Marketing Weekly Blog Roundup - November 20

After perusing 100+ blog RSS feeds in my Google Reader and scanning Google Alerts, Twitter, LinkedIn and other social media venues, here are my picks for the best B2B marketing blog posts for this week: Audit Your B2B Website for Engagement by @Ardath421 Ardath Albee explains how to evaluate the website you have now in order to create a renovation plan 6 B2B Content Marketing Lessons from Mashable - by @kbodnar32 Want to know what makes Mashable so successful? Kipp Bodnar breaks down some of the strategies Mashable uses and shows how they apply to B2B social media marketing B2B So... (more)

How Registration Forms are Killing B2B Software Marketing

I’ve been reminded once again of what a mistake it is for B2B software companies to force prospective customers to fill out a registration lead capture form in order to view their marketing content. Over the past week I’ve been researching project management software solutions to better collaborate with clients on marketing and PR projects, and as I was perusing various vendor websites, again and again I was asked to submit my information and “pay” just to read case studies, white papers, watch videos or listen to podcasts so I can potentially buy their p... (more)