On Thursday, Bob DeStafano will present a seminar on “How to Make Your B-to-B Website a Lead Generation Machine”. As a premium subscriber on MarketingProfs I like to cheat a little by taking a peak at the slide deck prior to the seminar. I usually base my decision to attend the seminar purely on the content of the slides. I’d wager a bet I’m not alone here. In this case, I’m out. Mr DeStefano loaded 30 slides with some very obvious advice. He also neglects my 10/20/30 rule. Ten slides, 20 pt. font, and 30 minutes to deliver.
What can we surmise from his fully-loaded slide deck? He’s going to speak to the importance of SEO to SEM. If you can get inside your target audience’s head, you’ll use keywords they would use to find you. Most likely these would be based on their real or perceived needs, pain points and solutions. He states, “Make Your Website Customer-Focused”. I hope that’s not news to anyone in the B-to-B space.
Next Mr DeStefano takes us through the importance of converting your web presence into a lead generation machine. We agree. He suggest the use of targeted microsites to drive lead generation. Again, we agree. He speaks to the importance of measuring the impact of your online efforts. Yeah, we agree. Prepare your team to quickly follow-up on the leads generated. Yep, he’s got it.
The real meat of this seminar seems to kick in around slide twenty, so you can roll in a little late on this one and still get good value. If you are not a Premium subscriber to MarketingProfs, keep your money in your pocket and get someone to slip you the slide deck Thursday afternoon. Hint, hint.
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