I know from tons of past research that the title of a webinar (or white paper) is the single most important element that dictates if people will register for it or ignore it. Speaker name runs second.
So, when I landed Mac McIntosh -- who is pretty much a god among gurus in the business sales lead generation world -- to be my official co-host of this month's WhichTestWon Webinar, I was psyched. But I knew I still had to work hard on the title so more business marketers would come.
First and foremost, I checked the keyword tool in my Google AdWords account. How, precisely, do business marketers describe their specialty these days? Here's the data from a precise word match of the last month's searches:
B-to-B marketing = 4,400 searches
Business-to-business marketing = 27,000 searches
B2B marketing = 49,500 searches!!!
Which really freaked me out. I mean, nobody used the spelling 'b2b' until maybe 2000. And even then, it was only the dot-commers who used it. Guess it went mainstream when I wasn't looking.
If I had used my own copywriting judgment, in a data vacuum, I wouldn't have used the term B2B in the webinar title. Thank goodness I checked first.