None of what I’m about to say applies to B2Cs. Most managers and executives have the expectation that if they only had the right offer, best contact page, easiest to fill out form, or a better marketing person/dept. website visitors would be filling out contact forms faster than they could process them. The truth is, people (even people that are very interested in what you have to offer), don’t fill out contact forms for so many reasons, including: 1. It’s a waste of time; it’s highly unlikely that anyone will respond or respond within an acceptable timeframe. 2. The contact information will be added to an email list (which is probably true) or even sold. 3. The contact form seems like a
1. Decide what you need to get done Most automated marketing tools can do a lot of things. The question is: How much of this do you really need? If you start by quantifying exactly what you need to get done, you’ll be less likely to get distracted by everything individual tools can do. You will discover that, while most tools have an array of functions, you cannot practically use most of them. No matter how automated they are, it still takes time to learn to use and monitor them and why waste time on things that you really don’t need and no one at your organization cares about? An example for me was backlinks. I had a great tool that was able to semi-automate the process of getting mor
