B2B Word on the Street: Actionable
This Week’s B2B Word on the Street is: ACTIONABLE
How often do you hear or say the words “actionable” and “information” in the same sentence? If you’re business is anything like mine, a B2B marketing agency, in most meetings you are either pitching, discussing, debating or listening to ideas and information being exchanged. And hopefully each meeting ends with the next steps clearly identified and agreed to by all in attendance.
Meetings that result in no action are a meaningless waste of oxygen, and usually result in the need to repeat the meeting again. It’s the same with messages. Whether conveyed within e-mails, advertisements or marketing collateral, if all you do is send out information without a clear “call to action,” your message might evaporate into thin air.
I recently attended a webinar hosted by Compendium Blogware, (the business-blogging experts who provide support for the MLT Creative blogs) that demonstrated how much of a difference a well-worded, strategically-positioned call to action could make in the measurable results of splash pages, e-mails and blogs. And yes, at the conclusion of the webinar, they remembered to provide a call to action for anyone who wanted more information or help applying the ideas they had just demonstrated.
Over the next few weeks, MLT Creative will be rethinking our website, our e-newsletter and our blogs. We will be dialing up the degree to which the information we are providing on B-to-B marketing is actionabl
As a start, I would like to thank anyone who has taken a moment to read this blog by suggesting you take the following action:
To see "before" and "after" examples of effective calls-to-action from Compendium, click the call-to-action graphic in the right-hand column to download their presentation. Be one of the first 10 people to do so, and you'll win a FREE impressively-large 19-ounce MLT Creative coffee mug.
Billy Mitchell is the president and creative director of Atlanta-based B2B marketing firm MLT Creative. Located on the east side of Atlanta, GA, with a Northeast office in Rhode Island, Mitchell co-founded MLT Creative in 1984 along with partners Craig Lindberg and Glenn Taylor.
Known as the Idea Launch Pad™ for B-to-B marketers, MLT Creative’s services include strategic planning, positioning, brand development, advertising and sales promotions for business-to-business clients.