What is a landing page?
Landing Page: An active web page where customers will 'land' when they click your ad. The web address for this page is often called a 'destination URL' or 'clickthrough URL.' ( from Google Adwords).
Landing pages in the B2B space generally consist of an introduction, a survey or registration, and a thank you page or confirmation page. Good landing pages will drive people to register by having clear descriptions of what the prospect will get for registering and by having compelling and relevant offers.
In the B2C of ecommerce space, a landing page is typically has a single product on it with a shopping cart. These pages are used by affiliate marketeers who get paid a comission when you buy something from an online store and you came from a page the affiliate marketeer created. Marketbright does not focus on these types of landing pages.
How does my landing page affect my Quality Score with Google?
Google recently announced that it is taking into account the content and quality of the landing page and using this to determine your quality score. In general, this means that you need to have content on your landing page that is relevant to the content in the text of your ad. Also, the higher your quality score, the less you will pay for a click, so having high quality, relevant landing pages, can save you money.
What is landing page optimization?
Landing page optimization is the practice of testing your offers and messages to determine which one converts people at a higher level. To do this, you need a tool that allows you to create landing page variations and track the conversion rates for each one.
What are tracking urls and why do I need them?
Tracking URLs are links that include a series of name and value pairs on the URL string that help identify when they are clicked in different analysis systems. Marketbright defaults to the Google Analytics tracking url format and also has built in tracking capabilities of its own.
To further illustrate what a tracking url is, take a look at this URL below:
| http://customerurl.com/landingpage1/index.html | |
| ?utm_id=621 | Campaign Source |
| &utm_source=Google | Where the ad ran |
| &utm_medium=PPC | Type of ad |
| &utm_term=Chocolates | Keyword term |
Tracking urls help you track multi-channel response from disparate systems. In other words, you can see which leads came from your Google ads vs. which ones came from Overture, a direct mail, banner advertising, etc.
What is the difference between B2B lead generation and B2C lead generation?
In general B2B lead generation is different from B2C lead generation in the following ways:
The Marketbright system is designed for marketing professionals who are driving demand for a consulative selling environment.
What is demand generation?
Demand generation can also be called "sales lead generation". Basically the term refers to the creation of new prospects through multi-channel marketing activities. A company might execute direct mail, email, online advertising, and search engine advertising campaigns to drive people to landing pages. The goal in the B2B space is to get people to register and then have sales people follow up with those prospects and/or have marketing further nuture those leads. In the B2C space, the goal is to get people to buy something online or submit an order.
What is automated lead qualification?
When companies start to generate a lot of responses from their demand generation campaigns, they start to run into the problem of having to manually review the response to see which ones qualify as real leads or prospects and which ones are bogus or bad data. Automated lead qualification is enabled by companies like Marketbright, who use customer interaction on the website, survey and registration data, and other factores to automatically rank leads in terms of their quality. This ranking can then be used to trigger the lead to go to a sales team or to stay in the marketing database for furthure nurturing?
What is lead scoring?
Lead scoring is simular to scoring of a test or exam. The lead can be scored based on different factors such as the accuracy of the data, the frequency of visits to the website, the types of content visited, and how they answered survey questions. Based on this information, a lead is giving points and those points add up to a grade. The grade can be "A, B, C, D" or it can be "Hot, warm, cold".
What is lead routing?
Lead routing refers the when a response becomes a lead, the lead is then forwarded to the correct person based on the lead properties. This might mean that the lead is "routed" by email to the correct sales person based on company size, region, or other factors. The lead can also be routed into a sales CRM system which does the assignment and notification.
What does "BANT" mean?
BANT refers to "Budget, Authority, Need, and Timeframe". In the B2B demand generation space, many times marketing people ask these questions to try to pre-qualify responses into leads. Making these types of quesitons can reduce the overall conversion rate of your landing page.
What are "campaign metrics", "marketing metrics", or "marketing ROI"?
Campaign metrics, marketing metrics and marketing ROI (return on invesment) all refer to reports that show marketing's effect on sales revenue and overall performance of marketing campaigns. Examples of these types of reports:
What is campaign to cash?
Campaign to cash refers the ability track from the initial touch point with the prospect to the completed deal. This allows you to say, for example, this or that particular deal came from a Google keyword, or a specific email marketing list. At an aggregate level, it lets you track which campaigns, targets, messages or other dimensions are creating the most revenue and allows you to focus your marketing spend on the items that perform the best.
What is lift?
Lift is the improvement in response from a mailing due to modeling and segmentation. Divide the response from a segment by the overall response, subtract 1 and multiply by 100. (Direct Marketing Institute).
