The Point

MAY 4, 2015

If a prospect searches on a particular topic and sees a list of ten white papers on that subject, the title of your content and the quality of its abstract will likely be the difference between that prospect downloading your content vs. your competitor’s. This paper reveals how Acme Security EndPoint Protection 3.0 Drive action.

Paper 100

Paper Content Advertising Agencies Conference 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 : 77% of respondents said they conduct a detailed ROI analysis before making a final decision – an 11% increase from 2016.

Paid Search Agency 241

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

The Point

MAY 16, 2018

There are many, legitimate reasons for why it may make sense to mount a concerted, integrated campaign to target a competitor’s customer base: A competitor gets acquired. But telling the customer that he/she bought the wrong product will almost always backfire. By doing so, you put the customer on the defensive. Big mistake.

Campaigns 191

Campaigns Tips Demand Generation Agencies Lead Scoring 191

The Point

JANUARY 23, 2018

A potential customer might have precisely the problem that a particular product or service solves and are anxious to solve that problem, yet may not feel as though they’re ready to buy and so fail to respond to the campaign. Inevitably, this short-term outlook trickles down to a company’s demand generation strategy.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

JULY 1, 2013

The right white paper title can serve as a very effective way to target the right audience, regardless of where it’s hosted. Again, not all media properties offer custom filters, and if they do, you’ll pay $10+ additional per lead for the privilege. Re-title existing content if needed. ”) and filter on that.

Demand Generation 100

Demand Generation Paper Sales Qualified Leads Content 100

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.” Non-Content Offers. Stale Creative. What you’ll learn”, “3 reasons to attend”). Poor User Experience.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

JUNE 27, 2012

But when lead generation, lead nurturing , customer marketing and social media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs outstrips your ability to generate that content? For today’s B2B marketer, content is the fuel that feeds the demand generation engine.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

JULY 27, 2016

For example, if you offer prospects a broad, educational white paper on trends in your product category, you’re more likely to generate a wide spectrum of leads, some more qualified than others, and many who are only mildly curious about your solution.

Demand Generation Agencies 100

Demand Generation Agencies Buy Product Demand Generation 100

The Point

JANUARY 8, 2013

All that matters is the white paper, the video, the Webinar, whatever it is that is on offer in the campaign. Take, for example, the email below from Lavi Industries , a company whose product, Qtrac IQ, allows brick-and-mortar retailers to report on and analyze customers waiting in line at stores. Will I be directed to a Website?

Product 100

Product Email Marketing Cross-Selling Paper 100

The Point

JANUARY 21, 2014

I received an email recently from Kevin Payne, Senior Director of Field Marketing at customer service software provider [24]7. I would a) break it up into 2 paragraphs at minimum, and 2) tie the copy back to the offer in action-oriented terms, as in: “In a new white paper from Forrester, learn how …”.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Campaigns Marketo 100

The Point

NOVEMBER 14, 2014

Consider a scenario: if I embark on a social media campaign, for example, generate a thousand leads, and two hundred of those leads convert to customers twelve months later, were those quality leads? 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

DECEMBER 18, 2012

Ask a group of B2B marketers whether their Websites’ lead generation content (white papers, archived Webinars, case studies, videos, etc.) Those who choose to make all Web content freely available, with no registration required, do so in the belief that it puts information in the hands of as many potential customers as possible.

Lead Ranking 100

Lead Ranking Lead Generation Sales Qualified Leads Marketing Websites 100

The Point

DECEMBER 12, 2014

So, for example, in that earlier post I wrote: “Be cautious with customer logos, award icons, and gushing quotes of praise for your company or product. It’s still true that if your landing page has the aura of a product pitch, it may dissuade the prospect who is only looking for information, say: a white paper.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

JUNE 8, 2016

Paid Social Media – all three leading B2B social media channels (LinkedIn, Twitter, Facebook) offer variations on “custom audience” programs that enable you to upload lists of customers, prospects, or target accounts and deliver ads exclusively to that audience, or so-called “lookalike” prospects that meet the same criteria.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

JANUARY 25, 2012

Information offers (white papers, ebooks, information kits) often work best because they appeal to prospects across a broad segment of the selling cycle. Remember, it’s not the company you’re selling, or the product, it’s that white paper or video or Webinar the prospect gets when he or she fills out the form. Sell the offer.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

JUNE 20, 2011

What are you seeing more and more with customers that others may want to take note of? Guest Post/Interview – pick a colleague, customer, partner, analyst or opinion-maker with a particular expertise in an area related to your space. Include a link to the complete paper or Webcast so people can read or view more.

Webcast 100

Webcast Opinions Thought Leadership Paper 100

The Point

AUGUST 18, 2011

A client asks: “If we’re offering a white paper as part of an upcoming campaign, should we remove it from our Website for the duration, especially if it’s ungated?”. My advice: don’t fight it. 2) creating a landing page that promises fulfillment with speed and convenience.

Landing Pages 100

Landing Pages Marketing Websites Campaigns Demand Generation 100

The Point

MAY 8, 2012

Generally speaking, ecommerce landing pages or any campaign requiring credit card information will require that you address all the key questions that any potential customer would likely have, and address any objections that would possibly get in the way. But landing pages aren’t about the product, unless the call to action is “buy now.”

Landing Pages 100

Landing Pages Microsite Terms and Conditions Paper 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

JULY 23, 2012

As I wrote previously in a white paper, “ Lead Recycling: A More Cost Effective Approach to Demand Generation for High-Technology Companies ,” focusing demand generation investment on acquiring net new, hot leads is an expensive proposition at best, and at worst, a recipe for failure. In theory, anyway.

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

The Point

MARCH 3, 2010

white papers) tends to perform better than does promotional content (e.g. So does all this mean you should dump your white papers, research reports and educational webinars, in favor of product brochures and buying guides? It’s the working assumption of B2B marketers that prospects don’t want to be sold to. News and articles, at 84%.

Lead Scoring 100

Lead Scoring Lead Ranking Lead Nurturing Webcast 100

The Point

FEBRUARY 8, 2011

The 42-page white paper includes insights from industry thought leaders such as Ardath Albee, Jay Baer, Kristin Zhivago, as well as yours truly (see Page 13). The more subscribers you generate, the more your blog becomes a way to nurture and cultivate potential customers. My contribution is reproduced (with permission) below.

Aggregage 100

Aggregage Trends B2B Thought Leadership B2B 100

The Point

SEPTEMBER 29, 2011

For a more detailed discussion on the value of a lead nurturing approach, download a free copy of Spear’s white paper: “ Lead Recycling™: A More Cost Effective Approach to Demand Generation for High-Technology Companies ”. When sales teams need marketing to help them make their numbers, the natural response is to go fishing for hot leads.

Sales Qualified Leads 100

Sales Qualified Leads Lead Scoring Lead Ranking Leads 100

The Point

MAY 11, 2015

Where once, good creative was everything, much of being an effective B2B marketer today means mastering relevancy, personalization, segmentation, predictive analytics, even knowing what your customer needs and wants before he knows it. But is data all that’s needed to drive B2B marketing success? I don’t believe so.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

AUGUST 9, 2012

. • Use the abstract (the short description that appears on the publisher’s Website) to appeal to the right job function, for example: “Written specifically for CISOs, IT Security Directors, and other senior executives with enterprise-level security responsibility, this white paper explains …”.

Cost per Lead 100

Cost per Lead Sales Qualified Leads CPL Campaigns 100

The Point

NOVEMBER 16, 2011

Is the sidebar littered with the usual default widgets like categories and tag clouds, or are there links to downloadable material like white papers and Webinars, all gated behind landing pages? Are there multiple options to subscribe, via email, RSS, Twitter, and Facebook? Calls to action need to appear in content.

Social Media 100

Social Media Demand Generation Agencies Media Leads 100

The Point

OCTOBER 14, 2009

A better offer candidate for search campaigns is downloadable content – white papers, case studies, analyst reports, etc. For more detailed information on offer strategy, download our free white paper: “How to Choose Your Carrot: Effective Lead Generation Offers for High-Technology Marketers.”.

Landing Pages 100

Landing Pages PPC Paid Search Agency Webcast 100

The Point

JULY 21, 2016

I’ve written earlier in this space about the myth that is the B2B “customer journey” and how, in reality, it’s almost impossible to know, even with the most advanced marketing technology in place, exactly where an individual prospect is in the lead lifecycle. Trying to be too complex too quickly. Lack of segmentation.

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

The Point

JULY 19, 2010

2) where the audience already has a familiarity with your company and product — for example, in marketing to customers, or partners, or to existing prospects, perhaps as part of a structured lead nurturing program. What’s the most common Webinar mistake companies make? Simply put: not selling the event.

Webinar Metrics 100

Webinar Metrics Demand Generation Agencies BtoB Demand Generation 100

The Point

OCTOBER 14, 2010

The clients we work with are concerned with more basic, day-to-day issues: enhancing sales productivity, converting more inquiries to sales-ready leads (or trial users to paying customers), better leveraging their marketing database, and increasing demand generation ROI. It makes a big difference for SEO and search traffic.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

SEPTEMBER 19, 2012

Adapted from the white paper: “ Closing the Deal: 7 Tips for Converting More Free Trials to Paying Customers ”. This is an effective way to increase trial conversion rates yet stil avoid sending reps leads that don’t merit the effort.

Telemarketing 100

Telemarketing Marketing Automation Services Lead Nurturing Work Management 100

The Point

APRIL 18, 2011

Good video content engages customers and prospects like no white paper or webinar can. Businesses that rely heavily on imagery – real estate is a prime example, travel and hospitality would be another – are ideal candidates, but with a little imagination, potential B2B applications abound: • customer welcome video.

Cost 100

Cost Video Marketing Effectiveness Microsite 100

The Point

NOVEMBER 28, 2011

At minimum, a well-crafted newsletter serves to break up what would otherwise be an unending sequence of more offer-oriented emails peddling white papers, Webinars and the like. It cannot cater to customers and prospects and press/analysts and be in any way cohesive and effective. A newsletter cannot be all things to all people.

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.”. Were either needed?

Webcast 100

Webcast Advertising Benchmark Email Campaigns Case Studies 100

The Point

JANUARY 24, 2013

What is the range of products in which a prospective customer could express interest? Adapted from the white paper: “Top 10 Tips for Lead Nurturing Success (How to get the most from your lead nurturing program, and how to plan for success if you’re just getting started)” To download a free copy, click here.

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

OCTOBER 7, 2014

When posting a Sponsored Update, create a custom image, one that’s optimized for click-throughs, rather than just let LinkedIn pull an image from your post or article. free trial, demo, white paper) – the reader should know precisely what he/she gets when clicking on the ad. Ad copy should always reference a specific offer (e.g.

Paid Content 100

Paid Content PPC Twitter Linkedin 100

The Point

OCTOBER 7, 2010

We (get) 7% response rate when marketing to existing customers and 2% to new customers.”. A direct mail campaign offering say, a white paper, will generate roughly twice the response of a seminar invitation on the same topic. On Focus.com , Adam asks: ““What percentage success rate do people (expect from) direct mail campaigns?

Response Rate 100

Response Rate Campaigns Broadcasting Direct Marketing 100