Tag: B2B Marketing

Most B2B homepages try to do everything for everyone, and end up doing very little for anyone. The fix is the unglamorous one: focus on the primary buyer persona, lead visitors down one path, organise the menus around that path, and ruthlessly cut. Here are the steps to optimise a homepage for lead conversion, including how many CTAs is the right number.

Most marketing ROI conversations are about Tactical ROI, the return on a specific campaign or initiative. That's the wrong number to optimise. Strategic ROI looks at the business return from the overall approach, and a campaign with great Tactical ROI can have zero or negative Strategic ROI. Here are seven steps to measure the right ROI and stop optimising the wrong thing.