Landing Pages: Do you need a squeeze page or sales page – or both?

By now, you’re probably familiar with the concept of the landing page. You run some type of marketing promotion – a paid search, online display ad, email or direct mail campaign – and you set up an online landing page to handle the response. In the beginning, you...

In Direct Response, All Roads Still Lead to the Offer

  You’re about ready to kick off a new direct mail campaign and you are hoping for the best response ever.  Look at your offer.  You’ve been running search ads on Google Adwords.  You get plenty of clicks (sometimes expensive clicks), but your conversion of...

How to measure Lead Quality

You hear a lot about lead quality these days.  That’s encouraging news. It used to be that when you talked about sales leads, the focus was always on lead quantity – getting more leads.  High response rates always seem to rule the day. But at some point, marketers...