MarTech Moment: Optimizing B2B Landing Pages for Lead Generation
Landing pages are a crucial component of any marketing campaign. They serve as dedicated entry points that focus on converting visitors into self-identifying leads or customers. Unlike general website pages, landing pages are designed with a single objective in mind, such as capturing email addresses, promoting/selling a product/service or encouraging event registrations. This focused approach helps streamline the user journey and increases the likelihood of achieving the campaign’s goals. Additionally, landing pages can enhance SEO efforts, improve paid search (SEM) effectiveness and deliver measurable data on the customer journey, preference, and user experience (UX) to refine marketing strategies.
The Revenue Tower®—A System for Growing Revenue and Business Value
At Pepper Group, we’ve run the Entrepreneurial Operating System (EOS), also known as Traction, for 15 years. The value of EOS is right in its name—it’s a system for operating a small to mid-size business. EOS is a proven approach that creates a high-performing business operation, extracting the most value possible from the collective brainpower and assets of the organization.
The Content Marketing Matrix
90% of B2B marketers say they are increasing or at least maintaining their content marketing efforts, according to recent surveys.
The results support the consensus that content marketing is effective. So, what if you could increase your content impact by 10X? That’s the goal of the Pepper Group Content Marketing Matrix.
MarTech Moment: Understanding HubSpot and How to Maximize Its Potential
HubSpot was recently named the #1 Marketing and Digital Advertising Product for 2024 in G2’s Annual Best Software Awards, and its customer satisfaction is among the highest in the industry. But what exactly makes it the leading choice for businesses looking to support their marketing and sales efforts for business growth?
Reimagining the Marketing and Sales Funnel
Did you know that the “funnel” framework was conceived more than 100 years ago? It gained prominence around the 1960s and it’s still commonly used today. But is a customer journey metaphor that got popular thirty years before AOL started mailing out CDs still the best thing?
MarTech Moment: SEO 101
This year, Chrome is disabling third-party cookies, marking a significant win for privacy. However, this change poses a challenge for data-driven marketers. Despite this change, Google assures it will allow advertisers to show relevant ads and measure their effectiveness in a privacy-friendly manner as they aim to replace third-party cookies with new measurement and reporting tools that prevent cross-site user tracking.
Why Customer Interviews Should Be Part of Your Marketing Strategy
When we begin an engagement with a new client, we lead them through an extensive discovery process so that we can learn about their business, their goals, their products or services, their market and more—but arguably one of the most important areas we need to understand as marketers is, “Who are you trying to reach?”
Avoid the Knowledge Curse
Once we know something, we often assume everyone else knows it, too. That’s “The Curse of Knowledge,” and it means what’s clear to you might be confusing to someone else.
How to Win the Talent War
Despite uneven economic reports, last month’s unemployment rate held at a very low 3.7%. And while down from its post-pandemic peak, there are still currently 1.4 job openings per job seeker.
Challenges around hiring and retaining talent aren’t new. Large numbers of retiring baby boomers, combined with general declines in labor force participation, have created an increasingly tight market for employers that’s very likely going to continue.
MarTech Moment: Anatomy of an Ad
Navigating the competitive and confusing landscape of digital marketing can be challenging for even the savviest marketers. However, it doesn’t have to be. Facebook, LinkedIn, and Google are the top three campaign platforms, offering impressions to help achieve your goals. The next question is determining which ads to use and when.