If you’ve built up a good-sized library of white papers, videos, archived Webinars, technical briefs, case studies, and the like, market that library as a useful resource for anyone researching your product category, related trends, or the business challenges that your company solves. For today’s B2B marketer, content is the fuel that feeds the demand generation engine. Answer: you get creative. Here are 5 ideas for campaigns to run when you simply have no more content to give: 1. Run a survey. survey is the ideal “no content” campaign because it creates its own offer. MORE >>

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. Review – pick a product, book, report related to your space (or something that would interest a potential customer or target buyer for your product) and write a review. Launching 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. MORE >>

Besides ensuring that every lead receives prompt, systematic follow-up regardless of sales bandwidth, marketing automation also increases the productivity of an inside sales team by helping filter out junk leads (eliminating wasted calls) and prioritizing the rest based on demographic and behavioral criteria. 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. Big mistake. Multiple dials or emails isn’t enough. MORE >>

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. Be cautious with customer logos, award icons, and gushing quotes of praise for your company or product. Where do most paid search (PPC) campaigns succeed or fail? 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. Not “learn more.” Sell the offer. MORE >>

It’s rarely advisable to have a strategy of securing the top position for a particular search term unless 1) it’s part of a short-term strategy to maximize visibility (for example, as part of a product launch), or 2) if past data indicates it’s a profitable position – that is, where the higher bid cost has been offset by a higher conversion rate and thus a lower CPA. In the process of managing search marketing campaigns for clients, we occasionally run into situations where client management is dictating that their company “own” certain key search terms on Google. MORE >>