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Mike Lieberman, CEO and Chief Revenue ScientistWed, Jan 19, 2022 2 min read

Episode 18 – What’s Wrong With Revenue? How To Improve Your Conversion Rate From .5% To 5%

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.  

LIVECast episode 18 tile

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.

To hear more on this topic and subscribe to the show, click here. Subscribers get updates on upcoming show content and a recording of the show delivered right to their inbox the day after the LIVECast. Anyone can submit questions here for us to answer live on the show.

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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.

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