Friday Wrap-Up: This Week in B2B Marketing Tips

Happy Friday to everyone! Check out some of my favorite marketing tips from around the blogosphere this week:

1. How to Ensure Your Website Visitors Click and Stick

Seriously, once a visitor hits your site, you’ve got about 20 seconds to give them a reason to stay. Assuming your site doesn’t have pornography or free iPads, this means you’ll have to get smart about your content. Check out Patrick Shea’s (@mpatrickshea) article from HubSpot’s blog on some things to keep in mind as you craft your website/landing pages:

2. Improve Lead Generation with Help from Unhappy Customers

Even if your product is “solid as a rock”, you probably have at least a few unhappy customers. The good news from Andrew Spoeth (@andrewspoeth): you can use those unhappy customers to improve everything from messaging to customer follow-up to lead conversion. And a word to the wise: don’t assume you have no unhappy customers just because they’re not complaining to you. Check out Andrew’s full post at Marketo’s blog here:

3. How to Get Customers to Stick Around

Last week I mentioned the Pareto Principle applied to business: 80% of your sales come from 20% of your clients. Couple that with the fact that it takes 6 to 7 times more effort to acquire a new customer than keep an existing one, and you’re left with one ultimate truth: keeping clients is of utmost importance. Daniel Burstein (@DanielBurstein) shares some tips on MarketingSherpa’s blog on how best to practice “loyalty marketing”. Your revenue stream will thank you for reading this one:

4. The Impact of Bad Data on Demand Creation, Program Performance and Sales Revenue

I’ve always liked this report from SiriusDecisions, and as Larry Fleischman from Televerde (@televerde) points out, there are serious gains to be had by improving the quality of your data. Check out Larry’s full post on the impact of bad data here: