This show aired LIVE on January 12, 2022. To watch the show on demand, click here.
In this episode of What’s Wrong With Revenue? with special guest Bob McCarthy, content director at Square 2, we talk about conversion improvements, optimization and the age-old argument over gated vs. ungated content.
Whether you want more marketing-qualified leads (MQLs) or more sales-qualified leads (SQLs), eventually you’ll have to convert a website visitor into a new contact, lead or sales lead. This effort isn’t as simple as writing a whitepaper, posting it and collecting contact information.
Today, if you want to do this well, you have to be intimate with your prospects’ buyer journeys. This means you have to:
- Astutely navigate what to gate and what to keep ungated
- Create value-oriented offers for early, middle and late-stage buyers
- Regularly optimize the conversion efforts based on data and experiments
- Know exactly what types of content to gate, who to offer them to and exactly when to offer them up
And if that wasn’t hard enough, you also have to create emotional, compelling, educational, entertaining and differentiated content at scale.
We covered it all in this show – it’s our best show yet. We even offered up another Easter egg, a special offer redeemable by you if you find it. Don’t miss this show or any of our upcoming shows.
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