May 30, 2008 1:30 PM

I often hear fellow marketing colleagues ask about where to source out a good list. They need to do some lead generation activities, and for some that's just about buying a cold call list for their sales team to tear through. It takes some time, but one of the best lists is the one you build from your own website.

Marketers are so willing to sink tens of thousands of dollars into trade shows while they let their website become outdated. Your website is like your booth, and you undoubtedly have more traffic passing by it than on the trade show floor. If your web visitors are bouncing off your site then you're letting potential leads pass you by.

So you need to capture their information. This involves two basic steps: put forms in place to gather the information and have a plan to compel people to give you their information.

There are all sorts of forms best practices, and we all know about trying to keep forms quick and easy to fill out. Since Marqui is integrated with Google Website Optimizer, our clients can easily test to determine what form works best for their audience.

People are more than willing to provide their information if:
1. The content on your website communicates your value proposition succinctly
2. They receive valuable "carrots" in return such as a demo, whitepaper, or webinar

These lists you build from your website are made of people who already know who you are, so the read rate will likely be higher as well. It's one of the best lists you'll have.

Posted by Thao Ngo at May 30, 2008 1:30 PM

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