Final Post - eBook is complete!

As promised three months ago, I went ahead and wrote (largely with the help of my blog entries) and published an eBook on software marketing and online lead generation.

I hope you enjoy it and please pass it along. It is free!

While I have enjoyed blogging and may continue down the road on a different topic, I am ending this one for three reasons:

1) There is only so much I have to say on the topic of software marketing and lead generation. And I have said it.

2) I know too many bloggers that reach the same point, yet continue to blog and waste the time of their readers. I don't care to do that. :-)

3) I have provided essentially the same message and material in the eBook. Writing the blog helped me get to the point where I could put everything together in a more coherent way.

Thanks for taking the time to read my posts and feel free to reach out to me at ortner@capterra.com to keep in touch.

Almost Finished

When I started my blog in July 2006, my goal was very specific: to help educate our software vendors in the area of online lead generation and do it for at least one year. So I hit the one year mark a few months ago and I think I may be finishing soon. There's only so much one can write about this topic. Additionally, I have come across other bloggers who cover some of the more important aspects of what I discuss - such as Brian Carroll who coincidentally just wrote a great piece on the lead management process).

For the last few months, my posts have been primarily pointing to good resources and articles that I consider worthwhile reading for our software marketers. What I will probably do when I get a free moment is compile my posts into a free ebook that covers online marketing and lead generation for software companies. Then when I do, that will be my final post. In the meantime, I will continue to keep you abreast of good resources that I come across.

Afterall, I never wanted to blog just for the sake of blogging. There are enough people polluting the Internet with useless content. I have no desire to be part of that problem.

Software Websites That Get It

I am constantly asked to reference software websites that put into practice the principles necessary for converting visitors to leads. Here are the five that I usually point to, in no particular order...

1) Syberworks
2) Autotask
3) Aimpromote
4) BuildIT Systems
5) Intuit

While they are not perfect, they are generally clean, simple, content rich and include clear calls to action. In other words, they get it.

Transitioning: How to End Each of your Web Pages

I've commented before on the need to avoid dead ends at the bottom of each of your web pages. One way to help avoid this is by highlighting a call to action on every page. But I don't think this is enough. I also think it is necessary to make sure that every page flows to the next one. When designing your site, think of it as guiding a prospect through the buying process and not letting them get stuck at any point along the way. So each page must not only include stand alone information, but must also build momentum toward the next page.

Nick Usborne just wrote a good piece on this very subject.

Inc. 500 - We made it!

Just a quick note to thank all of our loyal software customers who helped us reach the Inc. 500 list of fastest growing companies in the United States. We're excited to make the list and couldn't have done it without you!

Six Keys to Lead-Generation Success

Eran Livneh wrote a great piece on managing sales leads. Good reading for both your marketing and sales people. And his last statement is spot on...

"Your lead-generation program is only as strong as your weakest link. If any of the above is missing, your entire program will be compromised."

Content ideas for lead nurturing

Brian Carroll does a pretty worthwhile blog on B2B Lead Generation that I think is worth subcribing to. His most recent post includes content ideas for lead nurturing.

The idea of including informative content pieces in your follow ups with prospects is not a new one, but a very powerful one that is probably underutilized by many vendors. I'm willing to bet that there is a negative correlation between complaining that many of your leads are tire kickers and how well you include useful content in your follow up efforts.

If you have any data to support or contradict this, I'd love to hear from you!