B2B Marketers: Watch your Words

I read a recent Marketing Sherpa Case Study on lead generation. They found that offer wording can make a significant difference on landing pages. In their research, “free sample guide” generated more leads than “free consultation.”

They also discovered that awards matter. Putting an award icon on the landing page boosted response, despite the fact that few prospects recognized the icon. They concluded that any award is better than none.

The case study also advocates testing vertical landing pages utilizing A/B splits versus paying for more search clicks. In their research, the landing page testing is a better investment.