The Point

FEBRUARY 14, 2018

So, does it matter if your white papers or ebooks or case studies are downloaded but not actually consumed? On LinkedIn recently, one sales executive opined that anecdotal evidence (i.e. My answer: no, it doesn’t.

Paper 193

Paper Demand Generation Agencies Lead Scoring Lead Ranking 193

The Point

SEPTEMBER 21, 2017

There are far more effective strategies for staying in touch with prospects who might, at some point in the future, be in a position to buy or have a need that causes them to want to re-engage.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

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. It’s important to recognize that content syndication leads are not like most sales leads. I’m following up to learn: 1.

Autoresponders 100

Autoresponders Leads Lead Marketing Qualified Leads 100

The Point

NOVEMBER 27, 2018

If a buyer is shown to be engaging (clicking, liking, sharing) mid-funnel (MOFU) content such as case studies or product tutorials, for example, those actions can contribute to an overall lead score that determines sales-readiness. Another way to leverage social media is through lead scoring.

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

JULY 1, 2019

The notion that prospects are ready to engage more quickly also suggests that late stage offers – ROI calculators, demos, product data sheets, case studies – should be introduced, or at least presented, earlier in the process for those prospects who might be ready to take the next step. Conversational Marketing.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

APRIL 19, 2017

In broad terms, early stage content tends to work best for top-of-the-funnel lead generation, when not everyone is interested (yet) in ROI, case studies or vendor comparisons. But it’s important to define, recognize, and plan for content that appeals to the right prospects depending on the type of campaign or your marketing objectives.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

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. A real-life case study or success story highlighting your product or service and the ROI your client was able to demonstrate.

Enterprise Management 100

Enterprise Management Lead Qualification Case Studies Case Study 100

The Point

APRIL 1, 2014

B2B Marketing inside sales Lead Management Lead Nurturing Marketing Automation Marketo telesales Uncategorized autoresponders inside sales case study lead nurturing best practices lead nurturing strategy lead nurturing tips marketo'

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

OCTOBER 31, 2012

Plus you’ll hear a real-life case study showing how one company re-launched their blog and generated more than 500 leads in 9 months and a 700 percent ROI. . • 3 critical techniques for more effective post titles …. along with tips on widgets, subscription options, sharing buttons, editorial planning, and more.

Lead Scoring 100

Lead Scoring Lead Ranking Leads Lead 100

The Point

APRIL 4, 2024

Interestingly, three formats were deemed most likely to be associated with a buying decision within 12 months: playbooks, case studies, and trend reports. This trend also highlights the need for marketers to tailor content to both buyers and influencers: IT, Finance, Operations, and so on.

Trends 299

Trends B2B Thought Leadership B2B Content 299

The Point

DECEMBER 18, 2012

Ask a group of B2B marketers whether their Websites’ lead generation content (white papers, archived Webinars, case studies, videos, etc.) For example, you could choose to gate archived Webinars, analyst reports, and white papers, but leave demos, case studies, solution briefs, and product collateral ungated.

Lead Ranking 100

Lead Ranking Lead Generation Sales Qualified Leads Marketing Websites 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. DC) The approach that we recommend is “rules-based discovery”.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

OCTOBER 14, 2009

A better offer candidate for search campaigns is downloadable content – white papers, case studies, analyst reports, etc. a case study to the more advanced prospect looking for real-world examples of how other companies are using the technology. *

Landing Pages 100

Landing Pages PPC Paid Search Agency Webcast 100

The Point

AUGUST 11, 2015

If Joe Prospect downloads a case study, is Joe further along in the sales cycle? Secondly, do you really know where a specific prospect is in the buyer’s journey? Marketing nerds love to talk about mid-stage programs and late-stage content, and the like, but how do we really know? If he visits 5 Web pages? If he attends a Webinar?

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

FEBRUARY 14, 2012

Lastly, consider “packaging” content by pairing assets – a white paper and a case study, for example. Also, sell the offer in a way that stresses the convenience of responding via the form using phrases like “instant download,” or “emailed instantly to your inbox.”

Landing Pages 100

Landing Pages Marketing Websites Campaigns Lead Nurturing 100

The Point

MARCH 13, 2013

Offers that require less of a commitment – a Webinar, or video, or case study – can help move that prospect one small step further along the sales process (and identify him or her as a candidate for further nurturing.). This article originally appeared as a guest post on Optify’s Lead Generation Software Blog.

Autoresponders 100

Autoresponders Effectiveness Trade Show Bandwidth 100

The Point

NOVEMBER 14, 2014

In tests we’ve conducted over the years with our high-tech clients , information offers (white papers, case studies, Webinars) generate 3 times the response compared to demos and free trials. But does that mean that demos are the most effective demand gen offer? Far from it.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

MARCH 29, 2012

One of the most effective ways to generate blog leads is to feature downloadable content – white papers, case studies, analyst reports – in your sidebar, and gate that content behind registration forms. Now the challenge is to convert those casual visitors into inquiries and opportunities. Increased Developer Productivity.

RSS 100

RSS Paper Case Study Case Studies 100

The Point

JULY 18, 2011

Benefits/Applications/ROI (including case studies, if possible). Technology considerations/options (what’s old, what’s new, the “new&# being your product or service). How the new technology or service or business model works (including a technical description, if applicable). How to choose a solution/vendor.

Paper 100

Paper Lead Generation Sample Lead Ranking 100

The Point

JUNE 28, 2011

The more real, the more tangible, the more professional, the more, well, attractive the white paper or case study or industry report appears, the more appealing the offer, and the more likely the reader is to click through, complete the form, and download the asset. Still, the same principle applies.

Paper 100

Paper Creativity Landing Pages Cost per Lead 100

The Point

JUNE 27, 2012

If you’ve built up a good-sized library of white papers, videos, archived Webinars, technical briefs, case studies, and the like, market that library as a useful resource for anyone researching your product category, related trends, or the business challenges that your company solves.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

NOVEMBER 28, 2011

Examples could be Case Studies, Best Practices, Industry News, Opinion/Analysis, etc. Brainstorm all possible topics for the newsletter (keeping in mind the audience and goal, as above) and then whittle that list down into 4 or 5 categories. Then assign those categories to specific contributors, aligned by subject matter expertise.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

NOVEMBER 9, 2010

The Webcast includes a customer case study, but the way in which it’s introduced in the first paragraph — along with a prominent mention of the Adobe product — seems premature, making the event seem less informational and more of a sales pitch. View the Webcast Now.”.

Webcast 100

Webcast Advertising Benchmark Email Campaigns Case Studies 100

The Point

APRIL 5, 2011

An article that appeared recently in a national direct marketing publication recounted the case study of a database solutions company that used focus groups to evaluate two different creative concepts for an upcoming lead generation mailer. Why Focus Groups Don’t Work for Direct Marketing.

Focus Group 100

Focus Group Banner Ads Deliverability Banners 100

The Point

FEBRUARY 5, 2010

A couple of months ago, in a respected marketing Webzine, there appeared a case study detailing a software company that had gone to impressive lengths to make the most of their investment in marketing automation.

Lead Nurturing 100

Lead Nurturing Rules Leads Lead 100

The Point

NOVEMBER 15, 2010

A new, industry-specific case study can make tailoring emails to that sector worthwhile. Business contacts can be more receptive to generic messages and even success stories from other industries than we think. This is one example where content can drive segmentation. Product interest.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 100

The Point

SEPTEMBER 30, 2022

Examples include ebooks, videos, case studies, recorded Webinars, and blog posts. . * Shared Media is content that shared across third party platforms, the most obvious example being posts to social media platforms such as LinkedIn or Facebook. Finally, Owned Media is any online property or content owned and controlled by a brand.

Demand Generation Agencies 130

Demand Generation Agencies Demand Generation Demand Webinar Metrics 130

The Point

DECEMBER 15, 2015

Be specific (“To download the case study …” “To register for the Webinar …”) so that the reader knows what to expect. Copy that drives engagement and response on the part of the reader relies on providing that reader a specific and tangible reason for taking action. Why should I click on your ad? What happens when I do?

Copywriting 100

Copywriting B2B Landing Pages Case Study 100

The Point

FEBRUARY 18, 2014

The type of content that works best for commodity products is typically later-stage content: buyer’s guides, case studies, ROI calculators, analyst reports, etc.

Paid Search Agency 100

Paid Search Agency Demand Generation Inbound Marketing Lead Gen 100

The Point

JANUARY 17, 2013

Think about ebooks, videos, solution briefs, case studies, or surveys. Secondly, they require 45 minutes or more of your prospect’s time, on a specific day and time, and as a result they can sometimes generate only half the response compared to a similar campaign that offers simple, downloadable content, like a white paper.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

APRIL 20, 2018

Example: package industry-specific content (a white paper, case study, and customer testimonial) into a “fact kit.”. More than half of those surveyed strongly agreed that packaging relevant content together would help expedite the research phase. To download a free copy of the 2018 Content Preferences Survey Report, click here.

Customer Surveys 222

Customer Surveys Peer-to-peer Demand Generation Agencies B2B 222

The Point

FEBRUARY 28, 2017

Look, I’m all for creating a mix of content – ebooks, video, Webcasts, infographics, ebooks, case studies, etc. – According to Dun, “the era of the lead-gated PDF as a driver of scale leads is coming to an end … an increasing number of marketers are turning to interactive content to create more dynamic experiences with buyers.”.

Paper 100

Paper Demand Generation Agencies Marketing Qualified Leads Lead Ranking 100