9-point checklist for B2B website redesign

Posted by B2B Communications on 10/23/15 2:50 PM


I always experience stress when about to hit 'publish' on a B2B website redesign. Sometimes alot, sometimes a little. Managing that led to making a mental checklist, which you'll find below. It's intended to help those directing or approving the redesign, to check whether a site really is going to do its job. In my experience, if I can enthusiastically answer 'yes!' to all 9 of these questions, we are good to go.

Read More

Topics: Performance, Lead Generation, Design

Pitting intuition vs. real-world lead gen

Posted by Rebekah Donaldson on 10/22/15 1:14 PM


I often pit my intuition against the real world at Which Test Won. One recent conversion optimization test on a lead generation form yielded results with a twist.

Read More

Topics: Lead Generation, Design, Conversion Optimization

Here's what I say when asked how to pick images for LinkedIn articles*

Posted by Rebekah Donaldson on 7/22/15 8:00 AM


Everyone who contributes articles to LinkedIn can put a 700x400 image at the top of their piece. The image accompanies the article title everywhere. But around 60-90% of articles contributed have images that are more liability than asset.

Below are the nine tests I subject stock images to, an example of a top contributor running particularly effective images; and a custom link for those with little time or experience choosing stock.

Read More

Topics: Design, Writing, LinkedIn

Ethics: When a Client's Wrong, How Much Dissent is Right? [Infographic]

Posted by Rebekah Donaldson on 9/28/14 2:56 PM

I recently struggled with where to draw a line between giving advice to a client contact and escalating an issue in order to make sure that the client organization got the best results. Input welcome.

Read More

Topics: Performance, Design

What's Cookin'? Plenty, If You Have All The Right Tools

Posted by Rebekah Donaldson on 8/26/14 9:17 AM

Think of platforms such as HubSpot and Volusion as well-equipped kitchens 

Read More

Topics: Performance, Lead Generation, Design

A Great Web Platform Doesn't Guarantee Great Design

Posted by Rebekah Donaldson on 8/11/14 3:20 PM

HubSpot provides excellent services and technology, but it doesn't build websites.

Read More

Topics: Performance, Design

Tales From Blunderland: Failure To Call A Halt

Posted by Rebekah Donaldson on 7/23/14 2:59 PM

It's important to respect the law of diminishing returns when revising marketing material.

Read More

Topics: Performance, Lead Generation, Design

Want B2B Website Traffic to Move? Stop Blowing Your Horn

Posted by Rebekah Donaldson on 12/3/12 1:00 PM

Visitors won't get interested in your company until you show interest in them

Read More

Topics: Performance, Lead Generation, Design

Content Marketing: Don’t Let This Happen to You

Posted by Robert Celaschi on 11/8/10 11:13 AM

                
Read More

Topics: Performance, Lead Generation, Design

Four Secrets to CEO-Managed B2B Marketing Success (Dealbreakers #4)

Posted by B2B Communications on 10/29/10 1:49 PM

NOTE: This article is part of the fluff-busting Dealbreakers! series (inspiration: 30 Rock).

Once you have decided that you need some kind of professional at the helm of your marketing effort, you still have to look inside your organization and decide if you want to bring in outside help. This is the classic inside/outside question:

Read More

Topics: Performance, Design