Curse You, Seth Godin : Best Practices in B2B Demand Generation

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Mr. Stewart leads demand generation programs for Demandbase and is a recognized thought leader in the B2B lead generation and lead management space. He founded and leads the Salesforce.com user group in Salesforce.com’s headquarters location (San Francisco) and was one of the first 500 people to complete the Salesforce.com Certified Administrator process. He has spent 10+ years in B2B telesales, demand generation, lead management and marketing operations with a variety of businesses including Maxager Technology, MarketLive, and Inference Corporation. Mr. Stewart has advised emerging software companies including Spoke and Kieden (acquired by Salesforce.com). He earned his BA in English from Rutgers University.

Chris Golec

Mr. Golec is CEO of Demandbase – a provider of On Demand Software and Services to improve demand generation at B2B companies. Prior to founding the company in 2005, he co-founded Supplybase in the mid-90’s. Supplybase was a successful supply chain software company that created significant customer value before being acquired by i2 Technologies in 2000 as part of the largest software merger in history. Before entering the software industry, Mr. Golec spent the previous 10 years of his career with GM, DuPont, and GE serving in engineering, sales and marketing roles. He holds a B.S. in Chemical Engineering and an M.B.A.

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Curse You, Seth Godin

By Jason Stewart - March 20, 2007

He's Done it Again, Making a Complex Idea Really Simple.

Well, honestly, it doesn't seem too complex...but then again if it were obvious wouldn't more people be doing it?

Read Seth Godin's post, The World's Worst Toaster, then take a look at your website. How many hoops do you ask people to jump through in order to get what they want? How many fields are in the form on your landing page? Does your landing page even have a form, or do they go from your landing page to another page with a form?

Just how many pages do they need to go through, and how many clicks are necessary to complete a relatively simple transaction, like buying something? Or downloading a white paper? Or signing up for a webinar?

The easier you make it for your prospects to complete a transaction, the more transactions they will complete.

March 20, 2008 in Landing Pages, Lead Generation, Demand Generation, Marketing ROI, Search Marketing | Permalink