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Legal Versus Ethical: Web Scraping Edition

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Guest post by Christof Leitner.

Automated retrieval of data from the web, also called web scraping, is becoming commonplace. A wide range of tools and technologies have been developed to facilitate web scraping. However, the legality and ethics of using these tools for data collection are often overlooked. Not paying attention to these aspects of web scraping could lead to serious ethical controversies and lawsuits.

Web scraping law and ethicsWeb scraping: An overview

Web scraping is the automated process of extracting and organizing publicly available information on the Internet. The extracted data is usually made available in a structured content table such as an Excel spreadsheet, displaying the data in a “readable” format.
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Five Tips for Creating Landing Pages That Convert

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Guest post by Grace Murphy.

The two most common objectives for digital marketing campaigns (and B2B marketing in general) are brand awareness and lead generation.

Landing page design - making the most of where prospects land on your websiteLead generation is, of course, the process of enticing prospective customers to provide you with their contact information so that you can contact them directly and stay in touch with them, a.k.a. driving conversions. This is most commonly accomplished by offering something of value in exchange, such as an ebook, event registration, contest entry, an assessment, checklist, or the results from using an online tool.

With organic search, that prospective customer may land on almost page of your website, depending on what they searched for. But when you’re running a Google Ads campaign or social media ad—that is, when you are actually paying directly to drive traffic to your website—you’ll want the user to hit a specific landing page.

The goal of that landing page is to: [Read more…]

When to Use Photos Versus Illustrations on Your Business Website

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Guest post by Natasha Lane.

Because a picture paints a thousand words, the visuals you choose to use on your website are often more important than the words. Humans are highly visual creatures; we’re able to take a lot of information in at a glance just by looking at an image.

When to use photos and when to use illustrations on business websitesIf you’ve ever wondered whether it’s better to use photos (stock or custom) or illustrations (which should always be original), check out this guide. It provides useful examples that will (hopefully) help you make the right decision and create a more appealing website.

First, here’s the case for the illustrations and when you should use them.
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A B2B Marketer’s Guide to Launching a New Product

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Guest post by Eleanor Hecks.

For any business, launching new products is vital for long-term success. But launching and marketing a new B2B product is difficult. Today’s market is highly competitive, so it’s essential to come out of the gates with something superior to and more enticing than the competition.

Tips for launching a new B2B productThe best way to overcome these obstacles (and any others you may encounter) is to put together a solid launch plan or a checklist that can help you achieve a successful launch. Here’s an actionable eight-step process that can help you achieve a successful new B2B product launch.

Research Your Target Audience

As early in the new product development process as possible, you’ll need to define who the product is for. What will they be using your product for? What problems or questions will it answer? Why would they continue using your product over the alternatives?

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