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Eyetracking Technology in B2B Marketing

Every year Marketing Sherpa publishes an updated edition of its Technology Marketing Benchmark Guide and provides insight into the lead generation business. The guide is packed with useful marketing surveys, case studies and tips for running successful lead generation programs.

A new component to this year’s guide is Marketing Sherpa’s eyetracking research. By outfitting business technology users and buyers with eyetracking technology from Enquiro, a search engine marketing company, Marketing Sherpa has given us a glimpse into the user’s perspective when it comes to viewing Web sites.

According to the guide, eyetracking technology measures how the eye moves over a Web page, and specifically tracks where the eye stops and when the eye moves to a different position. When the data is mapped, you’re left with a “scan-path,” which shows what users have been looking at, and with what intensity they have been viewing their screens.

Eyetracking data such as this can help technology marketers determine not only how to design their Web sites, but also what kind of copywriting is most effective in reaching users. For example, in looking at the scan-paths provided by Marketing Sherpa, it is clear that the first word of every headline and the first word of every paragraph on a Web page receive the most visual attention.

It is this kind of detailed, customer-centric research that can be used when developing and designing landing zones and microsites, when writing headlines and other promotional copy, and when organizing banner and skyscraper advertisements. By considering the patterns displayed by our customers, we can more effectively align our marketing efforts with our user’s experiences.


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