Friday Wrap-Up: This Week in B2B Marketing Tips


Photo by: Jonathan Mak Long ( / via The Inspiration Room (Steve Jobs Silhouette in Apple).

1. Robots.txt And 404 pages: sometimes funny, always important

As a marketer, 404 pages drive me nuts. Absolutely crazy, in point of fact. Yes, broken links or pages somehow lost in the ether are realities that we all contend with, but it seems to happen more often than before. Perhaps they’re a natural by-product resulting from the sheer volume of new content created (“Let me repeat that: we create as much information in two days now as we did from the dawn of man through 2003.” – Google CEO, Eric Schmidt), but a percentage of those pages (a large percentage, I’d wager) make one thing pretty clear – quite a few of us are getting sloppy. Except, that is, when we’re not: Robots.txt And 404 pages: sometimes funny, always important

2. Turning Your Web site Into a Lead Gen Magnet

No question, inbound marketing efforts should always be ready to evolve. Whether it’s adapting to incorporate new technology or processes, changing to better address refined or restructured organizational needs, or addressing unforeseen and unplanned social or environmental realities, inbound marketing has the benefit of a multitude of levers and tools that, when applied correctly, can overcome or incorporate just about any of the challenges mentioned above. And yet, many, many marketers say that their site isn’t accomplishing that at all (80% of surveyed marketers, by the bye). Outspoken Media’s Lisa Barone delivers some fairly startling data and a few great ideas to help you turn it around. Turning Your Web site Into A Lead Gen Magnet

3. How Many Fields Belong On Your Landing Pages?

DMA was an interesting experience for our team. More on that later, perhaps, but one really positive thing that came out of the show was the opportunity to talk about our new product – SmartForms. I’ll not take up any of your time to discuss them here, but you’ll find more information about them here, if you’re so inclined. This post by Eloqua’s Egan Cheung presents some interesting data about Web forms in general and provides a few best practices to help you boost conversion. How Many Fields Belong On Your Landing Pages?

4. Social Media and Return on Investment: Some clarity.

What a great post. I think ROI and social media is something most marketers (and the executives they report to) continue to struggle with. It’s certainly true at every organization I’ve been a part of, at any rate. This post by Olivier Blanchard examines why mapping ROI and social media often fails because we begin that discussion asking the wrong questions. Pay particular attention to section three. Social Media and Return on Investment: Some clarity. (You can find more information about this in an equally great post by Dave Fleet: Return on Influence Can Return From Whence it Came)

DMA 2011 landing page forms lead generation Social Media Data Quality Management

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