Corey Pemberton, Author at FunnelEnvy

The New World of B2B Marketing: What It Means for You

It’s easy to see B2B and B2C marketing as completely different animals.

After all, that’s how their customers have behaved over the years.

The common thinking: it’s easier to sway B2C customers with media, ads, and special offers. They care about brands, but most of the time, switching between them is not a big deal if they’re not happy with their experience.

B2B customers, on the other hand, do extensive research. They care about the technical specs of your product. If they decide to buy, it’s often done through a formal procurement process. Once they become your customer, they tend to stick with you for a longer time because switching to a different provider can disrupt their workflow.

This explains why B2B has moved slower than B2C sales in responding to changing technologies, trends, and customer preferences…

However, continuing along that slower path today leads to some serious missed opportunities.

Traditional B2B strategies – from cold calling and direct mail to relying on word-of-mouth referrals – still have their place and can be effective. But you can supercharge your sales if you’re willing to integrate a few new concepts to help you adjust to today’s rapidly-changing B2B environment.

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By Corey Pemberton|2016-01-06T12:57:51-08:00January 14th, 2016|Digital Marketing|3 Comments

The Nuts and Bolts of Customer Journey Mapping

You probably don’t have a shortage of data about your customers.

If anything, the challenge is organizing and interpreting it well enough to pull out valuable insights.

How can you turn huge chunks of information into concrete action to better serve your customers and improve your business?

Businesses who do this have a tremendous advantage over their competitors. They make more sales because they do a better job delivering exactly what their customers want: a seamless, user-friendly experience.

Analytics tools tell you where customers come from, their demographics, and what they do on your website. Other technologies, such as marketing automation, layer this data to spot valuable trends.

But there are still plenty of unknowns in how people make the journey all the way from first-time visitors to loyal customers and brand advocates.

What are they thinking along the way?

What information do they need at critical times?

What could you do to make the process smoother?

These are key gaps in the analytics landscapes. Hidden inside those gaps is the story of how people start as strangers and end up as customers – and all their motivations and emotional triggers along the way.

Mapping your customers’ journey can reveal that story…

And there’s no better time to start than now.

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By Corey Pemberton|2016-01-05T11:20:27-08:00January 7th, 2016|B2B|0 Comments

Credible Websites: 10 Factors Backed by Science

Your website loads fast, looks great, and is packed full of content …

But is it credible?

A lot of businesses overlook this question. They trust the quality of their products and services will shine through. Or they’re more concerned with generating more traffic than delivering a quality user experience.

Credibility can seem like a tricky concept to tackle.

What makes one website credible and another… not so credible? You know it when you see it, but can you quantify credibility? How are you supposed to make sure your website is credible if you aren’t sure which factors affect it in the first place?

Some compelling university research can help clear up the confusion. Keep reading to see how.

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By Corey Pemberton|2015-11-09T16:02:22-08:00November 12th, 2015|Strategy|0 Comments

The Psychology of Persuasion: 5 Key Things Marketers Forget

You want to make your best case why people should buy your products or services …

You also don’t want to come off like an overly aggressive lawyer or door-to-door salesperson.

Striking the perfect balance between compelling and not too pushy will shoot your conversions through the roof. But finding that persuasion “sweet spot” can be challenging for even seasoned marketers.

Marketing tactics help you organize your actions to produce concrete results: visitors, customers, and sales. Cutting deeper to the principles helps you understand why certain tactics are effective. With a solid grounding in the psychology of persuasion, you can create your own strategies to best suit your niche and specific offers.

Most of us are familiar with persuasion fundamentals if we’ve been in the game long enough. But there are other tactics – tactics your competitors aren’t thinking about – that can help you gain an edge.

Keep reading to find out how.

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By Corey Pemberton|2015-11-05T11:11:19-08:00November 5th, 2015|Digital Marketing|0 Comments

Carousel Designs: Do They Live up to the Hype?

Thinking about revamping your website?

Carousel designs are one of the latest trends in the design world. Websites using them look a lot different than the typical static designs most businesses rely on.

But design trends come and go. You might be wondering if carousel designs live up to the hype.

Are they a legitimate way to boost your conversions online?

Or just another overrated fad?

Keep reading to get the information you need to make an informed decision – one that pleases visitors and convinces a good percentage of them to become paying customers.

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By Corey Pemberton|2015-09-23T15:37:56-07:00September 24th, 2015|Conversion Rate Optimization|0 Comments

Simple Designs: Key Concepts That Make Websites Convert

Look sharp.

Here comes a new website visitor.

You only have a few seconds to win them over. Say the right things, and you’ll convince them to stick around. Bore or confuse them with a poor design, and they’ll leave before you know it.

That is the harsh reality we do business in today.

First impressions matter. Even if you offer the best product at the best price, you’ll still miss opportunities if the way your website looks puts off visitors.

But most of us aren’t designers by trade. We don’t have piles of money lying around to hire someone to help either.

How can you make your design as persuasive as possible?

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By Corey Pemberton|2015-09-17T10:41:24-07:00September 17th, 2015|Conversion Rate Optimization|0 Comments

7 Examples of Testimonials (and How They Drive Conversions)

No one can sell your product or service better than a happy customer.

Even if you’re one of the best salespeople online, testimonials make your promises more believable and tap into the social proof it takes to turn visitors into buyers.

Most businesses understand how important testimonials are and include them in their websites. But it’s how you choose, frame, and display the testimonials that ultimately determines whether they’ll be helpful for your conversions.

Solid testimonials are becoming even more important in today’s crowded marketplace. 63% of consumers say they’re more likely to buy from a website if it has reviews and testimonials read testimonials. Imagine the impact on your business if you got yours right!

Keep reading to see the key concepts that make your testimonials resonate with the people who matter most: your target customers.

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By Corey Pemberton|2015-09-09T11:30:40-07:00September 10th, 2015|Conversion Rate Optimization|0 Comments

Want to Create a Value Proposition Statement That Sells? Here’s How

A value proposition statement is more than just a business school buzzword.

It’s actually one of the most important keys to your success online.

With an effective value proposition, you tell your target customers exactly what they need to hear to get them wanting to do business with you… instead of anyone else.

Unfortunately, a lot of businesses get lost in the details. They either misunderstand the concept, what it takes to make it work, or a little bit of both.

Things don’t have to be so tough. Let’s break down why a value proposition statement is so crucial and what you can do to make yours resonate with your target customers in all the right ways.

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By Corey Pemberton|2015-08-31T12:09:35-07:00September 1st, 2015|Conversion Rate Optimization|0 Comments

How to Persuade Someone Online: A Simple 5-Step Approach

Read a lot of business websites for fun?

Me, neither.

With the rare exception, most of us would rather be enjoying our hobbies and spending time with family and friends. If we want to be entertained online, there’s always social media and funny cat videos.

Your business website isn’t there just to entertain or look pretty. It can do those things as well… as long as it’s driving engagement and conversions.

A lot of business owners get so concerned about design, aesthetics, and entertaining visitors they overlook their websites’ main purpose: to sell.

How can businesses get back to the basics?

What does it take to create a high-converting website?

Keep reading to find out.

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By Corey Pemberton|2015-08-24T09:49:31-07:00August 24th, 2015|Conversion Rate Optimization|0 Comments

7 Devastating Customer Retention Mistakes (and How to Avoid Them)

Over time, some customer attrition is inevitable. Even if you deliver a stellar customer experience at a remarkable value, sometimes people’s needs and tastes change.

With that said, accepting a high customer attrition rate makes it much harder to grow year after year and stay ahead of your competitors.

Some businesses get so focused on bringing new customers through the door – understandable, seeing as it’s key early on – they never quite get around to plugging up the holes where existing customers are slipping through the cracks.

Low retention brings with it some serious pressure. You have to work hard to constantly make up for lost ground – much less expand your customer base.

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By Corey Pemberton|2015-08-03T14:52:37-07:00August 4th, 2015|Digital Marketing|0 Comments

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