The Point

AUGUST 27, 2019

LinkedIn is inherently a content feed, and for that reason, content offers (white papers, ebooks, reports) generate much higher engagement compared to more late stage calls to action such as trials, demos, or “talk to an expert.” business) email address. Stale Creative. Audience Size.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

JULY 27, 2018

In the demand generation business, we often talk about “low bar” and “high bar” offers. a demo or free trial is a high bar offer (due to the time and resources required). * a demo or free trial is a high bar offer (due to the time and resources required). *

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

NOVEMBER 14, 2014

A tactic like PPC, however, may generate fewer leads overall, and possibly even a lower proportion of “quality” leads, but may ultimately deliver more pipeline or closed business as measured by ROI. This is reinforced by another headline from the report: “Live Demo Offers Produce the Highest Quality Leads.”

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Ranking 100

The Point

JULY 1, 2019

For the last decade or more, it’s been an accepted principle – almost a key tenet – of B2B demand generation that business buyers don’t want to talk to a sales rep until the last possible moment. It’s why, for example, we marketers have assumed control for more and more of the lead funnel. Gated & Secondary Offers.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Ranking 124

The Point

JUNE 20, 2018

Develop coordinated plays – campaigns that incorporate multiple touchpoints from colleagues in sales, marketing, and customer success – to educate customers and encourage them to take a demo or consider an upgrade. Thanks to Tom Meriam, Spear’s VP Business Development (and resident ABM guru) for his contributions to this article.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel Cost per Lead 168

The Point

JULY 16, 2015

TWO buttons: one for the ebook, one to request a demo. Another cardinal rule: business email should focus on one offer, and one offer only. In fact, the only call to action is at the very end of the email, in the form of not one but (“wait, there’s more!”) Anything else is a distraction.

CMO 100

CMO Paper Marketing Management Marketing Proposals 100

The Point

MAY 20, 2014

The two paragraphs that follow the subhead make the classic copywriting mistake – attempting to “set up” the offer by offering up a relevant business challenge or statement of fact. From all appearances, this Webinar is actually a product demo.

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

The Point

DECEMBER 23, 2011

A well-written, “business case”-type white paper, not necessarily written by an independent third party, but one that focuses on a particular solution, category or approach, rather than your specific product or service. Information on your product or service.

Enterprise Management 100

Enterprise Management Lead Qualification Case Studies Case Study 100

The Point

JANUARY 13, 2012

There’s a lot to like about the email campaign I received (image below) recently from Infusionsoft , a maker of sales and marketing automation software for small businesses. Here, “7 Proven Strategies to Transform Your Business” is clear, concise, and promises immediate value. Repeat the call to action. What would I change?

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

OCTOBER 14, 2009

a trial offer is of limited appeal to the majority of search traffic, namely those prospects only conducting cursory research and seeking solutions to a particular business problem. That’s doubly true for search campaigns when, as we describe above: 1.

Landing Pages 100

Landing Pages PPC Paid Search Agency Webcast 100

The Point

FEBRUARY 4, 2013

Most surveys on the topic of B2B email marketing, for example, lump multiple offer types (Webinars, white papers, demos, free trials) into the same single reporting bucket, which renders the cumulative data meaningless. The metrics reported by B2B benchmark reports can also be grossly misleading.

Advertising Benchmark 100

Advertising Benchmark Paid Search Agency Marketing Report Demand Generation Agencies 100

The Point

AUGUST 25, 2022

In their most basic form, Webinars are a 20-slide PowerPoint deck and a demo. Or happen to be busy next Tuesday at 11 AM Pacific. Two reasons, I suggest: One, Webinars require less work and fewer creative cycles, on balance, compared to, say: an ebook or a white paper. Or don’t attend live Webinars.

Webinar Metrics 52

Webinar Metrics Demand Generation Agencies Top of Funnel Paid Social Agency 52