The Point

JANUARY 24, 2017

Invite, don’t Promote – if you’re presenting scheduled demos at the show, or if one of your executives has a speaking slot, invite people to the event as you would a Webinar, i.e. with date, time, location at the show, “what you’ll learn”. Google AdWords – place ads on AdWords using the show name (and variations) as keywords.

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

JUNE 27, 2012

When the results are in, add your analysis, and then package the data and commentary into a “survey report” that you can then leverage in demand generation, lead nurturing, social media, PR, even as a Webinar. And they can be a refreshing change in what otherwise might be a steady stream of white paper offers and Webinar invites.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

DECEMBER 6, 2010

7 Mistakes To Avoid In Your Next Webinar Invitation. Salesforce.com Webinar Invitation Gets It Right. Instead, write the title with Google in mind – that is, imagine that the person is seeing no more than a search result, with no other context – not who you are as the author, what your blog is about, or the content of the actual post.

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

The Point

AUGUST 23, 2016

Call it Webinar overload, or perhaps the surge of interest in more personalized, high-touch, account-based marketing. Registering for a Webinar or virtual event, by comparison, is an easier decision to make because the commitment is inherently less. Yes, you can make this same point about Webinar invitations.

Peer-to-peer 60

Peer-to-peer Tips Webinar Metrics Account Based Marketing 60

The Point

SEPTEMBER 23, 2015

Create download buttons for content like white papers, videos, or recorded Webinars that tie in to the topics you cover on your blog, and gate those offers behind landing pages and short registration forms. That way, readers who enjoy your blog posts have a vehicle to request additional, related content.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

JANUARY 25, 2012

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. Information offers (white papers, ebooks, information kits) often work best because they appeal to prospects across a broad segment of the selling cycle. Sell the offer.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

FEBRUARY 8, 2011

Title blog posts with Google search results in mind. Forego standard, out-of-the-box sidebar widgets like tag clouds and “categories” in favor of content that actually gets people to engage with your company – for example, links to gated content like white papers and archived webinars, labeled as “additional resources.”.

Aggregage 100

Aggregage Trends B2B Thought Leadership B2B 100

The Point

JULY 13, 2012

If you want to share links, well: that’s what Twitter, Facebook, Google+, Pinterest et al are for. As further context, the 4-1-1 Rule that Jon references is a principle intended for Twitter and credited to Tipping Point Labs and Joe Pulizzi of the Content Marketing Institute. But maybe that’s just me.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Campaigns 100

The Point

AUGUST 25, 2022

Why then, in a world of on-demand, streaming, watch-where-when-and-how-you-like content, do we B2B marketers still insist on promoting live Webinars, and expect attendees to show up on a specific day at a specific time, fully cognizant they’ll have the option to watch the recorded event at a later date? Two, salespeople love Webinars.

Webinar Metrics 52

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

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. Use Google Alerts, social media, and your PR agency to help spot potential topics. Make the requirements simple: say, a 200-300 word article every 6 weeks.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

JANUARY 30, 2018

Define who you are, what you do, and why it matters, validate those points, and ensure that everything you communicate into the market, from a Google Ad to a sales script, is based fundamentally on that same, consensus message. Go Easy on Webinars. I struggle to understand why so many start-ups are so infatuated with Webinars.

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Demand Generation 168

The Point

FEBRUARY 16, 2017

Add the offer to the ad rotation in your Google AdWords campaign. You could extend the campaign even further by repurposing the analyst report into a Webinar, a blog post, an infographic, etc. Let’s say you have access to a new analyst report in which your solution is featured prominently. Promote the report via content syndication.

Campaigns 223

Campaigns Email Marketing Banner Ads Work Management 223

The Point

JANUARY 6, 2014

It’s a pretty sure bet that Google will change their search algorithms again this year, and SEM practitioners everywhere will tinker away under the hood of their precious PPC campaigns, in a valiant attempt to stay ahead of the curve and the competition. Improve SEM conversion rates. Find old content and update/repurpose/recycle.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Reachforce 100