Pipeline’s Lead Generation Blog

This Friday, March 14 Enquiro is hosting a webinar entitled “Coaxing the Conversion” - How to keep and convert visitors on website landing pages.   The webinar will be conducted at 2:00pm Eastern, 11:00am Pacific.

According to Enquiro, “In this 50 minute live event catered to B2B online marketers and web designers, attendees will learn what the latest research tells us about landing page content and layout. We reveal what business to business purchasers look for at various stages of their buying cycle, and how marketing campaigns should be adjusted accordingly. More specifically, Enquiro’s new eye tracking research examines what these buyers look at on B2B landing pages and shows how the principle of barrier scanning can be used to effectively coax eyes towards the desired conversion.”

I have attended a few of Enquiro’s webinars and found them to be worth the time.   Of particular interest – and a topic I’m sure they will cover in this webinar as well – is their research concerning when B2B prospects use search engines and what they are looking for during the different phases of their buying cycles.

You can register for their free webinar here.

Search engine marketing and search engine optimization continue to get a lot of attention in marketing departments today.   Many software companies are still struggling with expectations and where SEM/SEO really fits in to their lead generation plans.

Last week I attended a webinar conducted by Kellysearch.com titled: “B2B Online Marketing Foundations: Search Engine Marketing and Search Engine Optimization.”

The webinar’s focus was on the differences between Search Engine Marketing and Search Engine Optimization, and to provide tips and tools for developing effective SEM and SEO campaigns.  Like many similar type webinars there was a good deal of basic information, but the webinar also had some very solid ideas and tips for B2B marketers. 

Here are a few of the topics and tips I took away from the webinar that I thought were most relevant to our industry.

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Frustration.  It’s the one word that often best summarizes the general feeling of many B2B software marketers when they refer to their Search Engine Marketing efforts and results.

And it’s just not the software industry that’s feeling frustrated as they attempt to use the major search engines – but most all B2B industries are feeling some type of similar pain.  Most B2B marketers, by now, understand that you simply can’t compare the popularity and effectiveness of search engine results to B2C markets.   The bottom line is that the relevant factors that the major search engines use to determine rankings simply don’t work well for B2B companies.

However, one answer to this frustration may be vertical search engines. 

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