I recently received a prospecting email from Smartling, with a really nicely designed signature line graphic. The white top makes it look seamless with the email. I am not attending Adobe Summit, but thought I’d click to see what happens.
The link sent me to a landing page where I could request a meeting. The landing page was a clean, vertical design with a very short form – two spaces. Simple. I had a quick overview of the company and details about their booth. The landing page also matches the signature graphic, which makes the process feel cohesive and intentional.
I typed in my personal email to see where it would take me and I got the best marketing error message I’ve seen. “Please enter your business email address. This form does not accept addresses from hotmail.com.”
Finally, when I went to their main website, guess what I found at the top of the page? Another invitation to book a meeting. Hard to miss, yet non-intrusive. Wow.
Food for thought for anyone looking to drive success through conferences by scheduling meetings with real professionals:
- Keep it Simple.
- Everything should match and be cohesive.
- Maintain a clean email list with validated contacts.
From one B2B marketeer to another, well done Smartling. Well done.
I’ve spent a lot of time researching video marketing in preparation for my next marketing plan. There is a wealth of information on the trends and stats surrounding video marketing. Ultimately I’ve decided, after all this research, that video is replacing the classic one-page sales slick as the go-to-source for B2B marketers to decimate information to the market.
- Video marketing is everywhere, just like your classic sales slick.
- They’re more engaging than a static piece of paper with a ton of words.
- They produce a better conversion than a one-sheeter.
I believe this so much, that I created a video about it. (Very meta)
I have been MIA for a while now. This is mostly due to my deep involvement in producing the 2nd zColo Magazine for work. This has been a labor of love – as well as surely taking years off my life.
I invite you to peruse the magazine’s online version. Feel free to leave me any questions in the comment section below.
I used Lucid Press to produce the magazine. I find it fairly simple to work with, but creating an online magazine and converting it to print can be a pain. They do allow InDesign uploads in BETA version if you’re exploring a digital content strategy of your own.
In this edition I chose to highlight my organization’s Colorado roots as the cover story, but I also highlighted some other recent professional projects. Namely I did a visual tour of our latest Dallas data center, which I redesigned from the bottom up. This foray into interior design was so much fun, but it was definitely challenging to find a balance between my design priorities and accomplishing zColo’s economic goals. I’m pretty proud of the outcome, I must say.