B2B-MARKETING | DATA-ANALYTICS

Website Usability Testing Boosts Profitability

|  by Richard H. Levey

Are B2B companies with the best possible offerings shooting themselves in the foot by hosting poorly designed websites? Chris Hicken, vice president of marketing at UserTesting.com, offers several steps and tests marketers can take to identify rough patches between an onsite query and completion of a transaction, whether requesting more information or making a purchase.

Marketing Data on IT Prospects Varies: Study

|  by Richard H. Levey

Buyers of high-tech offerings within organizations are a highly sought market, and a new study from Bernice Grossman and Ruth Stevens offers insight into the various sources of prospecting data available on them. “An [information technology] buyer is a big buyer,” says Grossman, president of marketing database consultancy DMRS Group. “They buy a lot, and…

Telemarketing Helps First Databank Qualify Leads

|  by Richard H. Levey

Small, highly specialized business-to-business marketers often lack the resources to follow up every casual inquiry. First Databank (FDB), which sells drug data to medical information system providers, health plan operators, pharmacy benefit managers and other organizations, has been using an outside telemarketing firm to pre-qualify its leads. The sales cycle is slow—it took more than…

Q&A: Creating a Winning B2B Landing Page

|  by Richard H. Levey

The rules for landing pages are different in the business-to-business (B2B) arena than they are for consumer marketers. Adam Blitzer, co-founder and COO of Pardot, discusses how what marketers should be aware of, and how they can make the most of these differences.