Ask a group of B2B marketers whether their Websites’ lead generation content (white papers, archived Webinars, case studies, videos, etc.) You’re betting that 1) a larger pool of prospects will automatically create more engagements for sales, and that 2) your content is sufficiently compelling to make that engagement happen with absolutely no further intervention or communication from either your sales or marketing team. B2B Marketing Content marketing Demand Generation Landing Pages lead generation Offer Strategy Sales 2.0 So the question is: To gate or not to gate? MORE >>

Marketing 101: features mean nothing without the reader understanding how those features benefit him/her specifically. Thou shalt not direct people to “Learn More.” ” “Learn more” is the worst possible call to action. It means absolutely nothing. Be specific, be tangible. What is it that you’re offering exactly? Thou shalt tell people What, Why, and How. Within the first few sentences of the email (headline and sub-head included), the reader should understand: What the offer is, Why he/she wants it, and How to get it. Thou shalt not require scrolling. What did I miss? MORE >>

Commentary/Analysis – as different from #1 (opinion), a written response to a third party article, blog post, report or market event. B2B Marketing blog marketing Blogs Social Media B2B blogs blog writingLaunching a CEO blog but the boss isn’t sure what to write about? Here are 8 ideas based on a list we created recently for a client: 1. Opinion/Thought Leadership – opinions/rants/views on the world of [insert your product category here] – the good, bad and ugly. good place to be controversial. Industry Trends – how is your industry/space changing? MORE >>

I’ve made the case previously in this space how one of the easiest way to gain a quick return from any investment in marketing automation is to apply the technology towards more efficient and systematic follow-up to inbound leads. Or you can make the smart investment, and integrate marketing automation seamlessly into your inside sales operation by incorporating automated, personalized, relevant email follow-up within 5 minutes of any new lead entering the funnel. It’s a win-win for both sales AND marketing. It’s enough to make a demand generation marketer weep. MORE >>

Though it’s typical for marketers to invest more time and legwork in the mechanics of search (keywords, bid strategy, campaign structure), I’d argue that the majority of PPC campaigns are won or lost at the close: the landing page. ” B2B Marketing Demand Generation Inbound marketing Landing Pages lead generation search marketing SEM landing page design marketo landing pages ppc best practices ppc landing pages sem landing pagesWhere do most paid search (PPC) campaigns succeed or fail? Here are 7 tips that can make a difference: 1. Not “learn more.” MORE >>