About the author: Stephanie Tilton is a content marketing consultant who helps B2B companies craft content that nurtures leads and advances the buying cycle. Whether used to inform or entertain, videos are claiming a place of prominence in the world of B2B content assets. And it’s no wonder. When asked which content types they had consumed in the previous six months to evaluate a technology purchase, respondents to the Eccolo Media 2011 B2B Technology Collateral survey listed videos third behind brochures/data sheets and white papers. Why to Use Online Video for B2B Marketing. MORE >>

Program Basics Some of the companies offer a lead guarantee (i.e., will deliver a certain number of leads within a specified time frame). While each company displays a registration form to subscribers who show interest in downloading your paper, many of the companies enable you to customize this form so you can collect the information that fits your lead definition. They will typically deliver these leads to you on a weekly basis in Excel or.CSV format, and some can even dump leads into your sales force automation tool. Here I expand a bit on that post. MORE >>

Also, much has been written over the past 2-3 years about the importance of buyer personas, but these articles, books, and blog posts have stressed them as profiles or lead-generation tools as opposed to a best practice that informs on business, sales, and marketing strategies that help best identify and reach buyers. Deliver all of this so it can be put into play, either via a document or an interactive tool or by embedding it into an existing application, and then lead teams through the insights. What prompted you to develop the buyer persona methodology? to 2.0. " A. MORE >>

By enabling a publishing rather than a traditional point production approach, Avitage helps companies generate the volume and quality of relevant content required to fuel lead gen and nurture and sales enablement initiatives. We're pleased to present this guest post by Jim Burns of Avitage. Read on for insights into how one B2B company mindfully repurposes its content. The concept of re-purposing content is maturing. If you're ready to take your content process to the next level, you could realize significant opportunities if you leverage your time, effort, resources and content. MORE >>

Not only is it a good practice, but consider these two scenarios: If you are using a more sophisticated marketing automation system to track white paper leads, you want to be able to see which readers raise their hand for more info from you so you know who to prioritize. One tenant of marketing is that all content should have a call to action. Seems basic enough, but is this really common practice with white papers? did some very unscientific research, and the results may surprise you. Jonathan Kantor provides a list of white papers each Friday in his blog, The White Paper Pundit. MORE >>