The Point

AUGUST 25, 2015

When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product. Adapted from the white paper, “ 8 Tips for Content Syndication Success.”. I’m following up to learn: 1.

Autoresponders 100

Autoresponders Leads Lead Marketing Qualified Leads 100

The Point

JULY 30, 2020

There are two primary ways to do this: one is to include a link to relevant content at the end of the post, as in “For more information on this topic, check out our free white paper …” (This is also something that can be done retroactively, to older posts that might be generating a good volume of organic traffic.)

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

JULY 27, 2018

In the demand generation business, we often talk about “low bar” and “high bar” offers. So, for example, on a spectrum from low to high: * a white paper is a low bar offer (very little asked of the prospect). * a Webinar is a low bar offer (though not as low as a white paper because of the additional time commitment). *

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

JULY 1, 2013

Seems pretty easy to find technology ones, but a little less clear on the business side.” Look at broader PPL networks that include a significant number of non-tech business sites – two examples would be Madison Logic and NetLine. Download a copy here.

Demand Generation 100

Demand Generation Paper Sales Qualified Leads Content 100

The Point

JULY 17, 2017

IMPACT : Ensure that your content library includes relevant late stage content that proves demonstrable ROI (ex: ROI calculators, ROI white papers, case studies). FINDING : 89% of respondents stated that winning vendors provided content that made it easier to show ROI and/or build a business case for the purchase.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

The Point

JULY 16, 2015

Seriously though, that is one gorgeous white paper. Let me count the ways: The aforementioned white paper image is HUGE. However, it’s only now, a full two-thirds through the email, that I’m offered any semblance of WHY I would want to download the white paper. But what a beautiful white paper.

CMO 100

CMO Paper Marketing Management Marketing Proposals 100

The Point

JUNE 18, 2019

You generate engagement by convincing the reader of the value of the information on offer, whether that information is a white paper, a Webinar, or a demo. As a busy marketer, you know …” Well if I already know, why do I care? The goal of any email is to generate engagement. FOCUS: 1 Offer, 1 Message, 1 Call to Action.

Creativity 164

Creativity B2B Webinar Metrics Email Marketing 164

The Point

JANUARY 23, 2018

Or that you need to fill the pipeline with qualified opportunities quickly, so that your sales team can close that business before year-end. Adapted from the Spear white paper: “ Lead Recycling: A More Cost-Effective Approach to Demand Generation for High-Technology Companies ”. Photo by Armando Ascorve Morales on Unsplash.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

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. Non-Content Offers. Stale Creative. Audience Size.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

MAY 16, 2018

How about: * a white paper on “10 Most Popular PBX Features (& Top 10 Pet Peeves)”. * a “Business Phone System User Satisfaction Survey” (with a free gift card for responding). * a product comparison matrix or third party report comparing leading phone systems (“How Does Your Current System Rank?”). No thank you.

Campaigns 191

Campaigns Tips Demand Generation Agencies Lead Scoring 191

The Point

JUNE 27, 2012

Games and contests aren’t likely to generate a high percentage of qualified leads as a rule, but they can still serve a serious business purpose. And they can be a refreshing change in what otherwise might be a steady stream of white paper offers and Webinar invites. Do you offer email subscriptions to your blog ?

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

NOVEMBER 29, 2017

After more than two decades in the agency business, I’ve seen dozens of clients and hundreds of campaigns succeed and fail. And guess what, it’s no longer good enough to use the same white paper for every industry, buying persona, or even target account. Without good content, even the most artful, compelling campaign is doomed.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

MAY 16, 2019

Too often, B2B emails open with a long lecture about the state of business and industry trends (classic example: “As a busy marketer, you know …”) * The email offers clear, specific, and concrete learning benefits (the 4 bullet points) – what the reader will learn, gain, discover by attending the Webinar.

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 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 Scoring 124

The Point

DECEMBER 23, 2011

For most B2B marketers, information offers like white papers, case studies, and analyst reports strike an effective balance between response rate and lead qualification. See this earlier post for recommendations on what makes an effective white paper.). The following is a recipe for a good information kit.

Enterprise Management 100

Enterprise Management Lead Qualification Case Studies Case Study 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. Now, it’s true that white papers generate a wider spectrum of leads – some highly qualified, some merely “tire kickers.”

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

MAY 27, 2014

I was reminded of this technique recently upon receiving an email from a software company that read as follows (names and other details changed to protect the misguided): “To get a complete picture of your company, you need an integrated business application. AcmePro 1.0 is the one.

Copywriting 100

Copywriting B2B Demand Generation Agencies Demand Generation 100

The Point

JULY 25, 2014

Witness the first paragraph: “Find out how prepared your business is to fend off cyberattackers by taking our quick, four-question Code Signing Security Assessment. If you sign up for the assessment, you also get to “access” the white paper “Protect Your Applications and Reputation – with Symantec EV Code Signing.”

Email Campaigns 100

Email Campaigns Design Campaigns Demand Generation 100

The Point

APRIL 23, 2013

One, a white paper offer from sales tax automation company Avalara , is a plodding recitation of facts that does little to grab the reader. For more tips on email creative, download a copy of the white paper: “ Top 10 B2B Email Marketing Mistakes.”. Use both text and button-style calls to action.

Email Campaigns 100

Email Campaigns Campaigns Copywriting Demand Generation 100

The Point

MAY 23, 2017

You know your business. For a larger discussion of this same topic, download our white paper on “ Lead Recycling: A More Cost Effective Approach to Demand Generation for High-Technology Companies.”. No lead generation vendor will qualify and convert leads better than you will. You know the questions to ask.

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

The Point

APRIL 19, 2012

That approach rests on the assumption that by selling the value of whatever it is you’re offering the reader (a white paper, a Webinar, an ebook), and not your product or service, you’re more likely to generate response from interested prospects. Wow, that white paper image is ENORMOUS. Here’s what else I like: 1.

Lead Scoring 100

Lead Scoring Lead Ranking Paper Verticals 100

The Point

JANUARY 13, 2017

In an era when the average business buyer only contacts a brand when he/she is 67 percent through the buying process , there’s every reason to make sure that you’re reaching prospective customers at every stage of their research, not just when they’re ready to buy.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

JANUARY 9, 2015

So, for example: “Click to download our free white paper”. Hey Dan, I know you’re busy. One of the basic rules of good, direct marketing copywriting is that a call to action should always be specific. In other words, it’s always better to present the reader with a very precise, preferably tangible reason to respond.

Demand Generation Agencies 100

Demand Generation Agencies Copywriting Cold Calling Telemarketing 100

The Point

JULY 14, 2011

As a busy executive, you understand that …”) before even mentioning the offer, you’ll lose most readers before they even know whey you’re writing to them. Sure, your product may be wonderful, but the reason people respond to emails is because they want the offer: the white paper, the Webinar, the information kit. Sell the Offer.

Creativity 100

Creativity B2B Verticals Paper 100

The Point

NOVEMBER 10, 2014

The opening paragraph (“If your business is like most Small and Midsized Businesses …”) falls victim to one of email marketing’s worst copywriting clichés – the “If You’re This, Then You’re That” method. It’s only halfway down the page that I’m finally offered a reason to respond. At best, this tells me something I already know.

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Copywriting 100

The Point

SEPTEMBER 23, 2016

What you don’t see in this email are many of the things that commonly bog down B2B campaigns, to their detriment, notably a tedious introductory paragraph designed to grab the reader and “set up” the business case for why he/she wants the offer. So, for example, BounceX could have led their email with something along the lines of: “At 1.4

Email Campaigns 100

Email Campaigns Campaigns B2B Advertising Agencies 100

The Point

SEPTEMBER 29, 2011

Furthermore, according to Albright, Marketo views the difference between the industry average (6 percent) and their number (50 percent) as incremental revenue, that is (and here I’m paraphrasing), it’s business Marketo wouldn’t achieve if they ignored existing prospects and focused exclusively on generating new, hot leads.

Sales Qualified Leads 100

Sales Qualified Leads Lead Scoring Lead Ranking Leads 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. A better offer candidate for search campaigns is downloadable content – white papers, case studies, analyst reports, etc.

Landing Pages 100

Landing Pages PPC Paid Search Agency Webcast 100

The Point

APRIL 22, 2016

For the Business Products & Services industry, average percentage of clicks on mobile is only 10%. ). Offer mobile-friendly content (for example, ebooks formatted to read on a mobile device, vs. traditional white papers.). For comparison, B2B industry standards are 27 percent opens on mobile, compared to 43 percent for B2C.

Design 100

Design Landing Pages Marketing & Strategy Mobile Marketing 100

The Point

MARCH 25, 2016

Let’s face it: most business inboxes get flooded every day with Webinar invitations. Most business professionals live and die by their online calendars. For more ideas on increasing registration for online events, download our free white paper: “ Top 10 Tips for Webinar Invitation Success. ”. Yes, the day of the event.)

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 100

The Point

NOVEMBER 15, 2010

Business contacts can be more receptive to generic messages and even success stories from other industries than we think. Does a Webinar registration imply more interest than a white paper download? For a new white paper, tailor a specific message to prospects who registered for a Webinar on a similar topic.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 100

The Point

OCTOBER 8, 2015

Get your salespeople out of the lead nurturing business. For more tips on lead nurturing, download a copy of our white paper: “ Top 10 Tips for Lead Nurturing Success.”. If they have nothing else to do with their time, hand them a list and make them cold call.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 100

The Point

JUNE 18, 2013

Sales teams can be overwhelmed by the sheer volume of case studies, white papers, and other collateral. We build white papers for early stage evaluators, case studies for building a business case, industry papers to show vertical expertise, and so on. The same principles apply to Content Selling.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

OCTOBER 11, 2012

In the business of Search Engine Marketing (SEM) , this strategy is sometimes referred to as “ego bidding” – that is, securing the top position (or one of the top 3 positions) for a particular search term, regardless of cost or efficiency.

Positioning 100

Positioning Paid Search Agency Cost Google 100

The Point

JUNE 11, 2012

Used appropriately, incentives can complement the business value of an event by providing the reader a compelling personal incentive for registering. Adapted from the white paper: “Top 10 Tips for Webinar Invitation Success”. (If you have to entice me with an iPad, how good can your event really be?).

Webinar Metrics 100

Webinar Metrics Landing Pages Paper Lead Scoring 100

The Point

JULY 8, 2014

Sungard AS asked its demand generation agency, Spear Marketing Group , to help introduce business prospects within the company’s marketing database to the new brand. Busy IT executives, who form the majority of the Sungard AS prospect base, receive hundreds of emails every day, many of them from vendors like Sungard AS.

Case Study 100

Case Study Case Studies Demand Generation Agencies Paid Search Agency 100

The Point

APRIL 23, 2015

A typical business user receives more than 100 email messages alone daily , many of us much more. Now, they may be a fine group of people, but when the sole reason to attend a Webinar is to learn why you should be doing business with one of the sponsors, you’re making an uphill battle even steeper. Attention Span.

Demand Generation Agencies 100

Demand Generation Agencies Design Advertising Agencies B2B 100