Big Thinking for Business
We recently launches our Business channel on YouTube. Early days yet but go take a look at let me know your thoughts.
Marketing That Drives Demand
Having a marketing engine that drives demand is a foundational capability for any marketing function. And it all starts with the lead-form. Eloqua have always been at the forefront of thinking here and this little piece has some terrific insights:
As you’d expect, the less fields asked, the less friction for submission. There’s as much as 16 percentage points of variation between using 2 fields and 15 fields. But most of the forms seem to settle between 5 and 10 questions in exchange for an average 40% conversion rate.
Of course, not all forms serve the same purpose. Forms that are offering a trial don’t see a signifcant drop in submissions until you get to about 8 fields. Forms where you’re offering a download of some sort can ask around 11 questions before a noticeable drop off. Webinar event registration forms see a significant drop after 5 fields.
Team NZ Site Now Live
The team at Dell and RD2 have done a great job on the new Emirates Team NZ Web site. Is really a stunner and visually brings to life the excitement of everything going on across the America’s Cup and other events they are racing in.
The team over at Sailing Anarchy say it best: “Almost more important than the content is the fact that award-winning Dallas site development firm RD2 has outdone themselves with the site design, and their creative and eye-catching approach leaves the official America’s Cup site looking drab and dusty. And interestingly, it seems ETNZ has gone out of its way to avoid linking the official AC site anywhere on their own. What’s good for the goose…”
You can read Grant Dalton’s first post here. One of the key objectives here was to build a blog that also delivered some the more the traditional menu items found on a web site. The key focus is social and engagement – and that’s what sets it apart from the one way world of Web 1.0.
The thing I like most about the site is that it gives you a real sense of all the things the team are up to. ETNZ is about so much more than just the America’s Cup. They are a sports brand that transcends one event and flys the flag for NZ sailing globally.
Great work by Grant, Candice, Chris and the team.
