Red on Marketing Blog

B2B Website Design Checklist

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.

Topics: Performance Lead Generation Design

Ethics: When a client's wrong, how much dissent is right?

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.

Topics: Performance Design

B2B Websites: Lead generation form dos & don'ts

Sometimes I 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.

Topics: Lead Generation Design Conversion Optimization

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


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.

Topics: Design Writing LinkedIn

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

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

Topics: Design Lead Generation Performance

A Great Web Platform Doesn't Guarantee Great Design

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

Topics: Design Performance

Tales From Blunderland: Failure To Call A Halt

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

Topics: Design Lead Generation Performance

Want B2B Website Traffic to Move? Stop Blowing Your Horn

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

Topics: Design Lead Generation Performance

Content Marketing: Don’t Let This Happen to You

                
Topics: Design Lead Generation Performance

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

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:

Topics: Design Performance