INBOUND CALL-TO-ACTION (CTA) BEST PRACTICES

AMANDA NIELSEN | May 10, 2018

article image
Calls-to-Action (CTAs) are an essential element of any successful inbound marketing strategy. A Call-to-Action is a visualization meant to compel a user to take the desired action. A CTA can be effectively utilized across all marketing channels to drive conversion. Before creating your CTA, it is critical that you determine your conversion goal. The way you structure your CTA and its respective content should work to persuade prospects to take this action. Do you want them to download a premium content offering? Register for a webinar? View a blog post? Whatever it is, make sure you have it narrowed down before you begin crafting your CTA. By adhering to the following CTA best practices, you can fuel your lead generation strategy across marketing channels, and, in turn, drive growth for your business.

Spotlight

Kinesis Marketing Firm

Kinesis is a marketing and business consultancy firm, which serves as the "marketing department"? for service-centric businesses and contract manufacturers between $2 and $30 million in revenue. Kinesis helps small business owners develop a systematic process to marketing, branding, web design, lead generation, customer retention, and sales. We blend marketing expertise with solid business strategies, providing B2B companies with the effective tools they need to grow their business.

OTHER ARTICLES

How Intent Driven Campaigns Generates Top of The Funnel Leads?

Article | March 9, 2020

If your marketing team is still engaged in spray and pray marketing, consider these remarks from Sarah Mayer, Senior Marketing Ops Manger at MarcomCentral. What’s did Sarah Meyer and her team do differently? They started running intent driven marketing campaigns. Intent data points directly at what consumers want. It is behavior data that gives out signals on where prospective customers are in their buying journey. Harnessing intent data allows marketers to personalize their selling approach and messaging. In addition, intent data ensures ad spending is directed at targets with the highest likelihood of making a purchase. Without intent data, b2b marketing is all about guessing, and blindly targeting anyone who makes any sort of interaction with your brand, with generic marketing campaigns and ads that are likely to be ignored.

Read More

How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | March 9, 2020

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

Read More

How to Approach Demand Gen in Challenging Times

Article | March 9, 2020

The US business climate is being shaken by events at home and abroad, and (as I write this) no-one knows with certainty on top of the risk and strain caused by a global pandemic whether an economic downturn is imminent, or how severe it might be, and for how long. Most B2B marketers we talk to are continuing to plan, develop and execute campaigns and other initatives, for the time being at least. Even then, we’re having many conversations on how clients should approach demand generation strategy in the coming weeks.

Read More
ABM ACCOUNTS

ABM and AI: Friends or Foe?

Article | March 9, 2020

The application of Artificial Intelligence (AI) and other advanced technologies is inevitable and necessary to achieve the potential of account-based marketing (ABM). However, I consider technology to be more of an enabler of ABM, while the driver always remains the same – enhancing the customer experience by helping clients sustain and grow their business in this dynamic digital era. The goal is not for AI to make marketing decisions but to enable marketers to make better decisions by leveraging the strength of AI in analyzing a large amount of data quickly to share action-oriented insights. AI can be a friend or foe, depending on what decisions we make while evaluating and implementing AI. Following are key questions organizations should answer before deploying an AI-based marketing strategy.

Read More

Spotlight

Kinesis Marketing Firm

Kinesis is a marketing and business consultancy firm, which serves as the "marketing department"? for service-centric businesses and contract manufacturers between $2 and $30 million in revenue. Kinesis helps small business owners develop a systematic process to marketing, branding, web design, lead generation, customer retention, and sales. We blend marketing expertise with solid business strategies, providing B2B companies with the effective tools they need to grow their business.

Events