build a customised landing page Every week I receive emails from shysters offering lead generation services. I also talk with clients who have very high enquiry rates, thanks to their high advertising budgets but achieve a low proportion of qualified enquiries. This is the sixth of 10 THOUGHTS addressing strategies for maximising qualified enquiries – […]

build a customised landing page Every week I receive emails from shysters offering lead generation services. I also talk with clients who have very high enquiry rates, thanks to their high advertising budgets but achieve a low proportion of qualified enquiries. This is the sixth of 10 THOUGHTS addressing strategies for maximising qualified enquiries – or genuine prospects. I am defining a qualified enquiry – or genuine prospect – as one where there is a better than 50% likelihood of conversion. I  recognise that there is usually a sales funnel and acknowledge the importance of minimising time wasted on unqualified enquiries in that funnel. Recent research in the United States found that 48% of marketers use a new landing page for each marketing campaign. My experience suggests that this percentage is much lower in Australia, and I would argue that it is not high enough in either Australia or the…