The Point

SEPTEMBER 11, 2017

The result is fewer unqualified leads from people who would never buy your product. For more tips on effective social advertising, download our free white paper: “ Social PPC: Tips for Successful Ads on Twitter, LinkedIn & Facebook. ”. The post Why this LinkedIn Ad Works: 2 Key Tips for Success appeared first on The Point.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

The Point

MAY 17, 2021

And this much is true: late-stage offers are more likely to attract prospects who are genuinely in the market for a particular product or solution. Many B2B companies have a tendency to over-rely on late-stage offers (demos, in particular) in their search campaigns, on the assumption that search lead automatically wants to evaluate a product.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

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. That individual may well be a great candidate for your product, it’s just that he/she doesn’t know it yet.).

Autoresponders 100

Autoresponders Leads Lead Marketing Qualified Leads 100

The Point

SEPTEMBER 21, 2017

By putting informational content, content of real value (versus content that simply sells your product) in front of prospects on a regular basis, you’ll generate conversations with buyers who, at minimum, have an active interest in solving the very problem or issue that your solution or service can address. Click To Tweet.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

FEBRUARY 28, 2023

Depending on your audience, product category, and level of brand awareness, maybe what you really need is a search campaign. Or an engaging content asset (ebook, Webinar, white paper) that can pay dividends over the long term and serve a myriad of uses (Website CTA, lead nurturing, lead generation, social media). Or an ad on LinkedIn.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

MARCH 8, 2018

Sure, they’re expensive to license, but they’re instant fodder for all sorts of content marketing, they bring credibility and name recognition to a campaign, and – bonus – they say nice things about your product. The information value of an analyst report – no matter how complimentary – is not that it says nice things about your product.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216

The Point

MAY 16, 2018

Their flagship product is being end-of-lifed. No matter how much someone might hate their current product/solution/vendor, bringing in a replacement can be a painful process, particularly for anything involving technology. But telling the customer that he/she bought the wrong product will almost always backfire. Big mistake.

Campaigns 191

Campaigns Tips Demand Generation Agencies Lead Scoring 191

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

JANUARY 23, 2018

Technology changes rapidly, and tech companies often have windows of opportunity to realize revenue from products or services before they become obsolete. Here’s why: * Many tech products are first of breed solutions and/or of a complexity that demands a more long-term, consultative selling process.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

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). IMPACT : It may feel self-serving or even disingenuous to create content that explicitly provides a business case for buying your product.

Paid Search Agency 241

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

The Point

JUNE 18, 2019

Sell the Offer, Not the Product. You generate engagement by convincing the reader of the value of the information on offer, whether that information is a white paper, a Webinar, or a demo. Don’t prattle on about how wonderful your product is, only for the offer to be an afterthought.

Creativity 164

Creativity B2B Webinar Metrics Email Marketing 164

The Point

JULY 20, 2018

When a reader arrives at a landing page from an email campaign, he or she has already received a critical mass of information about you and the offer – whether that offer is a white paper, Webinar, demo, or whatever. Sell the offer, not the product. It’s a relatively safe assumption that he or she is already “sold.” via @spearmktg.

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

JULY 27, 2018

So, for example, on a spectrum from low to high: * a white paper is a low bar offer (very little asked of the prospect). * a Webinar is a low bar offer (though not as low as a white paper because of the additional time commitment). * a demo or free trial is a high bar offer (due to the time and resources required). *

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

JULY 16, 2015

Seriously though, that is one gorgeous white paper. Let me count the ways: The aforementioned white paper image is HUGE. However, it’s only now, a full two-thirds through the email, that I’m offered any semblance of WHY I would want to download the white paper. Remember: sell the offer, not the product.). The offer image.

CMO 100

CMO Paper Marketing Management Marketing Proposals 100

The Point

NOVEMBER 29, 2017

Sometimes great people, a great product, or pure market demand can cover up all sorts of marketing sins, but more often the clients who succeed consistently at demand generation are those who have their act together. After more than two decades in the agency business, I’ve seen dozens of clients and hundreds of campaigns succeed and fail.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

APRIL 22, 2020

Note: it is not sufficient to simply dump these leads into your regular nurture stream, even one that’s persona- or product-specific. It goes without saying that leads from a content syndication program are expressing interest in a topic (the topic of the content asset they downloaded), not your product.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

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. Stale Creative.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

JUNE 27, 2012

And they can be a refreshing change in what otherwise might be a steady stream of white paper offers and Webinar invites. As marketers, it’s easy to think “oh, I just told them about that white paper 2 months ago” but the ugly truth is that your audience has a very short-term memory. Drive subscriptions.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

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. See this earlier post for recommendations on what makes an effective white paper.). Information on your product or service.

Enterprise Management 100

Enterprise Management Lead Qualification Case Studies Case Study 100

The Point

NOVEMBER 14, 2014

Taken at face value, however, this implies that product companies should never engage in content marketing, or do anything other than offer prospects the opportunity to demo the product. Sure, demos attract more qualified leads, because prospects who want to view the product are inevitably further along in the sales process.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

MAY 27, 2014

Unfortunately, the “If X, then you need Y” school of writing crops up often in B2B marketing, in part, one supposes, because it’s a convenient though lazy way to connect a pain point with a company’s product or service. Download a free copy of our white paper on integrated business applications and learn how to …”.

Copywriting 100

Copywriting B2B Demand Generation Agencies Demand Generation 100

The Point

JULY 25, 2014

Now, I have no issue with “self-assessment” offers, and indeed I’ve seen them used very successfully for other high-tech products. But here, any perceived value is obliterated because I’m told that the primary reason to take the survey is to learn why I should buy Symantec’s product. This campaign is a perfect example.

Email Campaigns 100

Email Campaigns Design Campaigns Demand Generation 100

The Point

MAY 16, 2019

Sell the Offer, Not the Product. * For a more detailed view of what makes for a great Webinar invitation, download our white paper: “ Top 10 Tips for Webinar Invitation Success.” Note that none of this has anything to do with why you’d want to do business with Marin. One of the key principles of B2B email creative?

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

The Point

JULY 1, 2019

Secondary offers are calls to action – usually placed on a thank you page or in a fulfillment email – related to the action the prospect just took – as in: thank you for downloading our white paper, here’s a recorded Webinar you might like. Conversational Marketing.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

AUGUST 18, 2014

a white paper download, a demo request) can help uncover hot leads that might otherwise be missed, or at the very least can help sales prioritize which leads merit being called first. Make sure that your email is designed to drive action, not just spread the gospel about your new product. Any response (e.g. But don’t overdo it.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

JANUARY 13, 2017

However, by limiting paid search (SEM) campaigns (and social ads like LinkedIn also) to prospects who are ready to look at a product, marketers do themselves and their companies a disservice. The types of keywords, therefore, most likely to generate late-stage prospects are those related to your brand, product, or product category.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

MAY 8, 2012

The reader may be intrigued, but not yet know much about your company, your product or service, or what he or she will learn/save/gain by accepting your offer. Information such as FAQs, product specs, or terms and conditions can be made available through links and tabs as part of a larger microsite.

Landing Pages 100

Landing Pages Microsite Terms and Conditions Paper 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

OCTOBER 8, 2015

Unfortunately the budget for the campaign got cancelled, so I emailed the rep, told her the bad news, and that I would continue to keep her company and product in mind for future needs. For more tips on lead nurturing, download a copy of our white paper: “ Top 10 Tips for Lead Nurturing Success.”.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 100

The Point

MAY 23, 2017

For the publishers, I can see the appeal: the opportunity to diversify their product portfolio, add another revenue stream, and charge higher CPLs. For a larger discussion of this same topic, download our white paper on “ Lead Recycling: A More Cost Effective Approach to Demand Generation for High-Technology Companies.”.

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

The Point

OCTOBER 12, 2011

Thou shalt sell the offer, not the product. Unless the call to action is “buy now,” focus your copy on the offer: the white paper, the webinar, the free trial, not the product. Don’t mention any product feature without a corresponding benefit. Thou shalt use benefits, not features. Introduce multiple options (e.g. “If

Copywriting 100

Copywriting Paper Webinar Metrics Marketing Management 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

DECEMBER 18, 2012

Ask a group of B2B marketers whether their Websites’ lead generation content (white papers, archived Webinars, case studies, videos, etc.) If I’m the prospect, I want to download your white paper or view your demo, not register on your site, or create an account. The problem with the “all you can eat” model is two-fold.

Lead Ranking 100

Lead Ranking Lead Generation Sales Qualified Leads Marketing Websites 100

The Point

APRIL 19, 2012

As any regular reader of this space will know, I am a fierce evangelist for the “sell the offer, not the product” approach to B2B email creative. Wow, that white paper image is ENORMOUS. For more tips on email creative, download a free copy of our white paper: “ Top 10 B2B Email Marketing Mistakes.”. What do you think?

Lead Scoring 100

Lead Scoring Lead Ranking Paper Verticals 100

The Point

JUNE 18, 2013

DC) Today’s buyers are more educated on markets, products, and competitors than ever. 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.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

JUNE 20, 2011

Opinion/Thought Leadership – opinions/rants/views on the world of [insert your product category here] – the good, bad and ugly. Best Practices – strategies, tips and techniques for improving results, ROI, efficiency, productivity, value, etc. 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

MARCH 3, 2010

white papers) tends to perform better than does promotional content (e.g. product demos) because the more educational material appeals to a broader spectrum of prospective buyers and not just those further down the sales cycle. It’s the working assumption of B2B marketers that prospects don’t want to be sold to. In a word: no.

Lead Scoring 100

Lead Scoring Lead Ranking Lead Nurturing Webcast 100