The most common offers I see on most websites are “Contact Us” or "Request Info". These typically convert 5% or less of website visitors into leads. Sure, you want all your prospects to talk to sales, but not everyone is ready.

One of my favorite movies of all time is Dumb and Dumber with Jim Carrey who plays Lloyd and Jeff Daniels who plays Harry.  There aren’t too many movies that can keep me laughing through an entire two hours, but this is certainly one of them. One of my favorite parts of the movie is when Lloyd is having a conversation with Mary about his chances of them getting together and Mary’s response is “one in a million”.  For the average person, that would be taken as a slap in the face, but for the dim-witted yet lovable Lloyd, it provided hope.  False hope as it was, he walked away with his head held high, but without Mary.

The average time people spend reading an article is 36 seconds. That’s because much of the content available for consumption is ordinary, uninteresting, boring crap. And if we’re not careful, we can easily add to the ever-growing mountain of crap content produced on a daily basis by lazy marketers.

One of the hot topics in sales management circles these days is “sales enablement”. For those of you who may not be familiar with the concept, sales enablement is the technology, training, processes, and content that empower sales teams to sell efficiently at a higher velocity.  I read recently that 80% of marketing content goes unused by sales teams.  That number may seem huge, but after two decades of managing sales teams, I can say that I am not surprised.