Generating sales leads online has become one of the most important marketing objectives for B2B companies. They are typically obtained by placing enquiry forms on the company’s own website, on dedicated landing pages or on B2B internet portals. Users with questions or information requests fill them in, submitting their contact details, all in the expectation of receiving a quick and…

Call to action elements are as indispensable in marketing as the advertisements themselves. The universally known marketing principle AIDA (attention, interest, desire, action) can help to explain how they work. AIDA’s second A stands for action: at the end of an advertisement the potential customer is asked to perform a specific activity. We all know the sappy calls at the…

In B2B markets, the most widespread way to generate sales leads is through contact forms on web pages. Although producing such leads is one of the main objectives of marketing managers, few seem aware of how many prospective buyers are put off by poorly devised or wrongly implemented contact forms – they will not contact the company at all. So…