Here are a fiveideas on how thought leadership programs can be optimized to drive qualified demand to your sales organization: 1. Think of your blog as a landing page. Measuring the traffic on your blog is interesting, but if optimizing around conversion, the metrics provide little more than click-stream feedback on the subject matter and messaging. Install marketing automation code (we use Marketos munchkin code at Gainsight ) to cookie and track return visitors. Someone who visits your blog several times may impact your lead scoring methodology or warrant an email from your inside sales team. Include a call-to-action on each blog post for readers to submit their contact information. Typically, a related white paper or e-book will get the job done. 2. Lock more content behind a gate. If youre not locking your best thought leadership content behind a registration form, youre missing out on pure gold.
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