The Point

SEPTEMBER 11, 2017

What we see is actually an image of the offer, but rather than use some boring white paper cover, Salesforce created a desktop vignette that represents various elements of the “guide” being consumed – on a tablet, a clipboard, and a smartphone (the video at upper right).

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

The Point

APRIL 19, 2017

Personally, I’ve seen some white papers continue to generate leads year after year with only minor updates. Let’s be clear here – we’re not saying you should convert your white paper into sales collateral. Are the topics and stats current—no more than a year or so old? There is no one, definitive answer.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

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. Adapted from the white paper, “ 8 Tips for Content Syndication Success.”. I’m following up to learn: 1.

Autoresponders 100

Autoresponders Leads Lead Marketing Qualified Leads 100

The Point

SEPTEMBER 21, 2017

For a more detailed discussion on this and similar topics, see our white paper: “ Lead Recycling: A More Cost Effective Approach to Demand Generation for High-Technology Companies”. Provide a means to contact sales on the thank you page or in the fulfillment email that is sent to the prospect upon completing the registration form.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

NOVEMBER 12, 2019

For illustration purposes, here’s a real-life analogy: If I run a LinkedIn campaign promoting a white paper on “ How to Write a Better Webinar Invitation ,” will everyone who downloads that white paper be looking for a marketing agency like ours? No, they won’t.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

JULY 30, 2020

There are two primary ways to do this: one is to include a link to relevant content at the end of the post, as in “For more information on this topic, check out our free white paper …” (This is also something that can be done retroactively, to older posts that might be generating a good volume of organic traffic.)

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

FEBRUARY 28, 2023

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). Depending on your audience, product category, and level of brand awareness, maybe what you really need is a search campaign. Or an ad on LinkedIn.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

MAY 17, 2021

Whereas ad groups that are problem- or issue-focused, say “How to Manage a Customer List,” are better suited to educational white papers or ebooks that don’t sell your solution quite so overtly, but nonetheless serve to capture interest from prospects suffering the problem that you can solve.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

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. Remember: an abstract is, essentially, an ad. Drive action.

Paper 100

Paper Content Advertising Agencies Conference 100

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. It’s a relatively safe assumption that he or she is already “sold.” For Webinars, include a photo of the speaker.)

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 1, 2013

The right white paper title can serve as a very effective way to target the right audience, regardless of where it’s hosted. B2B Marketing Content marketing Content Syndication Demand Generation lead generation White Papers b2b demand generation madison logic netline White Paper Syndication'

Demand Generation 100

Demand Generation Paper Sales Qualified Leads Content 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. But what a beautiful white paper.

CMO 100

CMO Paper Marketing Management Marketing Proposals 100

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). FINDING : 77% of respondents said they conduct a detailed ROI analysis before making a final decision – an 11% increase from 2016.

Paid Search Agency 241

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

The Point

MARCH 8, 2018

For a more detailed read on lead generation offers, download our free white paper: “ How to Choose Your Carrot: Effective Lead Generation Offers for High-Technology Marketers. ”. Photo by Billy Huynh on Unsplash. The post How to Market an Analyst Report appeared first on The Point.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216

The Point

JUNE 18, 2019

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. The goal of any email is to generate engagement. 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

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. As in: “For a more detailed discussion of [Topic A], download our free white paper on [Insert Title Here].”

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

JANUARY 23, 2018

Adapted from the Spear white paper: “ Lead Recycling: A More Cost-Effective Approach to Demand Generation for High-Technology Companies ”. Photo by Armando Ascorve Morales on Unsplash. The post I Need Hot Leads, and I Need Them Now appeared first on The Point.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

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

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.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

MAY 10, 2011

A prospect just responded to one of your marketing emails, filled out the registration form, and wants the free white paper you offered. If you use a marketing automation system, you can track when (or if) the prospect has accessed the white paper by clicking on the link you provided. Congratulations.

Fulfillment 100

Fulfillment Paper Lead Nurturing CAN-SPAM 100

The Point

MAY 16, 2018

How about: * a white paper on “10 Most Popular PBX Features (& Top 10 Pet Peeves)”. * a “Business Phone System User Satisfaction Survey” (with a free gift card for responding). * a product comparison matrix or third party report comparing leading phone systems (“How Does Your Current System Rank?”). No thank you.

Campaigns 191

Campaigns Tips Demand Generation Agencies Lead Scoring 191

The Point

JULY 27, 2016

For example, if you offer prospects a broad, educational white paper on trends in your product category, you’re more likely to generate a wide spectrum of leads, some more qualified than others, and many who are only mildly curious about your solution. Does that mean you should only ever use late stage content? No it doesn’t.

Demand Generation Agencies 100

Demand Generation Agencies Buy Product Demand Generation 100

The Point

OCTOBER 15, 2019

If your leads aren’t converting, it could be that you have too much “early stage” content – a white paper on industry trends, for example – that isn’t doing enough to identify those leads with a genuine problem to solve. Good content is at the center of any effective demand generation.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

MAY 18, 2016

To download a free white paper on this same topic, click here. By adhering to a few basic principles, even the most lackluster campaign can be improved significantly, primarily by eliminating wasted spend and unqualified traffic, and by ensuring that clicks convert to measurable leads at the highest possible rate.

Paid Search Agency 113

Paid Search Agency Adwords B2B Click Rate 113

The Point

APRIL 22, 2020

For more advice on how to get the most from content syndication, including tips on the type of content that works best, and how to choose a publisher/vendor, download our free white paper: “ 8 Tips for Content Syndication Success.”. Photo by Tyler Franta on Unsplash.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

JUNE 27, 2018

For more tips on how to increase Webinar registrations, download our free white paper: “ Top 10 Tips for Webinar Invitation Success. ”. And I wouldn’t tell the reader that if he fails to show up, he’ll get a link to the recording anyway, unless the hosts really don’t care if people attend the live event.

Webinar Metrics 159

Webinar Metrics Emarketing Paper Tips 159

The Point

NOVEMBER 29, 2017

And guess what, it’s no longer good enough to use the same white paper for every industry, buying persona, or even target account. Without good content, even the most artful, compelling campaign is doomed. Good content is what fuels modern demand generation. Today’s buyers demand relevancy – or even personalized content.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

JUNE 24, 2010

So you just launched a new white paper. For example, at right is a landing page we created for a new white paper published by a client, Navicure. A basic tweet in support of the white paper would read: New white paper: how to choose the right medical claims clearinghouse – [URL]. Try factoids.

Landing Pages 100

Landing Pages Paper Demand Generation Comparison 100

The Point

NOVEMBER 22, 2017

Look for core content such as white papers that can be “sliced” into multiple assets and versioned more readily for specific industries, roles, etc. Personalization doesn’t have to mean creating all new content. Take stock of what content you have and map it against defined segments to identify content “gaps”.

Personalization 133

Personalization Lead Scoring Lead Ranking B2B 133

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.). The following is a recipe for a good information kit.

Enterprise Management 100

Enterprise Management Lead Qualification Case Studies Case Study 100

The Point

NOVEMBER 14, 2014

In tests we’ve conducted over the years with our high-tech clients , information offers (white papers, case studies, Webinars) generate 3 times the response compared to demos and free trials. Now, it’s true that white papers generate a wider spectrum of leads – some highly qualified, some merely “tire kickers.”

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

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. Most trade show leads are routinely ignored by sales. Any response (e.g. Make your call to action specific. But don’t overdo it.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

JANUARY 8, 2013

All that matters is the white paper, the video, the Webinar, whatever it is that is on offer in the campaign. Ironically, there’s a simple solution: craft a white paper about “intelligent queuing” and use the same benefit bullets to sell the offer: “In an insightful white paper, discover how breakthroughs.

Product 100

Product Email Marketing Cross-Selling Paper 100

The Point

MAY 16, 2019

For a more detailed view of what makes for a great Webinar invitation, download our white paper: “ Top 10 Tips for Webinar Invitation Success.” Salutations may feel like “personalization,” but here, it’s just taking up valuable space, forcing more important selling copy down the page.

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

The Point

JANUARY 21, 2014

I would a) break it up into 2 paragraphs at minimum, and 2) tie the copy back to the offer in action-oriented terms, as in: “In a new white paper from Forrester, learn how …”. This could also be a way to break up the first paragraph (see above.)”.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Campaigns Marketo 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