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Six Best Practices for Marketing with White Papers


documents are called white papers when they are really just extended marketing brochures), properly produced and promoted white papers remain an effective and vital marketing tool—particularly for b2b technology companies. Promote white papers honestly.

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An A to Z of Content Marketing Best Practices


To give you a broad view of the content marketing best practices now in being used in the industry, we thought we’d package them up like ABCs. Also make sure you’ve got your blog set up for maximum lead generation. And its sister best practice – conversion optimization.

Trending Sources

B2B Online Video Marketing; Planning to Execution Best Practices for Lead Generation


Depending on what you read, most research shows that white papers are still the most authoritative content asset, but video marketing continues to grow. Many times it’s best to plan a video strategy to target all levels of buyers within the funnel. B2B Video Marketing Best Practices.

How to Create the Perfect Lead Generation Form [Infographic]


While these activities serve a number of purposes—establishing thought leadership, expanding brand awareness, improving customer retention— lead generation remains the top goal. To maximize the odds that will happen, you need to build the perfect lead generation form.

The 7 Attributes of Highly Effective Lead Generation

Sales Engine

It used to be that darkening the skies with sales reps, albeit expensive, was the best way to grow a B2B company—more feet on the street equaled more opportunities. What types of content get people’s attention and generate curiosity at the top of the funnel?

Why This Holiday Email Campaign Misses the Mark

The Point

It’s that time of year again, and B2B marketers everywhere are dusting off the usual holiday clichés in an attempt to weave good cheer into their demand generation campaigns. One of my favorite lead generation mantras is this (repeat after me): Sell the Offer, Not the Product.

The Lead Generation Process: How Content Marketing and Lead Generation Work Together

Hinge Marketing

But once they understand that content is among the most effective marketing tools for generating leads, marketers perk up. Develop Content Aimed at Generating Leads. Common formats include blog posts, white papers, ebooks, webinars, videos and research reports.

Lead Generation: How Lithium Technologies uses webinars to grow its customer database

B2B Lead Generation Blog

Tweet If you’re looking for a consistent way to build a list of highly qualified leads – then you might want to pay closer attention to what Bonnie Thomas, Director of Content Strategy, Lithium Technologies, is doing. Significant percentages of the 1,000-plus people who attend are new leads.

Steal This Technique for Your Next Sales Email

The Point

So, for example: “Click to download our free white paper”. The rep may not have received the answer he was looking for (we already partner with a couple of companies in his space), but he generated action.

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Does a Demo Ever Make Sense as a Demand Generation Offer?

The Point

Anecdotally, I’ve been noticing a minor trend in technology marketing circles of late – namely, that a high percentage of demand generation campaigns seem to be presenting a product demo as the primary offer. Secondly, what sales rep doesn’t like demo leads?

How to Use Forms for Lead Generation

Marketing Action

When used correctly, forms can be one of the most important tools in your lead generation strategy; for many organizations, forms are the #1 way to capture leads on websites. Leads might also avoid filling out a suspiciously short form for fear of being spammed.

Lead Generation Tweaks for Building a Better Sales Pipeline


Within so much data, new best practices are a must. In the following post, we’re going to look at how a balance of modern sales can be improved through often overlooked lead generation practices. Outbound and Inbound Lead Generation Realities.

5 Reasons to Gate Lead Nurturing Content

The Point

A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. It’s why click-to-lead conversion rates are never 100%, no matter how good your landing page.

A new eBook; Content Marketing Templates for Lead Generation


A sound content marketing plan is critical to the success of your lead generation efforts. world, how do you think leads get through the funnel? Lead Nurturing Content Map. Lead Nurturing Flow Activity (for Marketing Automation). White Paper, Case Study Checklists.

Failing at Paid Search? Maybe You’re Just Measuring It Wrong.

The Point

Are you trying to generate downloads, registrations, page views, sales leads, qualified leads, sales? which precise keywords are generating those actions at the lowest cost.

SAL is the Glue that Binds Sales and Marketing in Lead Generation

Industrial Marketing Today

A lead is a lead, right? SAL – Sales Accepted Leads is the bridge between Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL). Clearly defining and understanding the implications of MQL, SAL and SQL are critical to the success of B2B lead generation.

An A to Z of Content Marketing Best Practices


To give you a broad view of the content marketing best practices now in being used in the industry, we thought we’d package them up like ABCs. Also make sure you’ve got your blog set up for maximum lead generation. And its sister best practice – conversion optimization.

How to Turn Your Blog into a Lead Generating Machine


Suffice it to say, blogging is best done the old fashioned way. Blogs are also widely recognized as an excellent way to generate leads, and a huge help when it comes to achieving a robust bottom line. Generate Quality Leads.

Lead Scoring Strategies for Agencies: Best Practices

Marketing Action

How can agencies help businesses develop lead scoring strategies that get results? To find out, I talked to Sam Boush, President of Lead Lizard, a marketing automation agency (and Act-On partner ) based in Portland, Oregon. It’s an approach that drives better lead response.

The A-Z Guide to B2B Lead Generation


I thought I’d have fun with this post and attempt to explain key principles of lead generation and inbound marketing in an A-Z glossary format. All activity of the lead generation process needs to be measured via a robust analytics program. Specific dashboards exist to manage each step of the funnel; from prospect attraction to conversion to lead close. D- Demand Generation. L- Lead Nurturing. Alright-a plug for my lead management firm. (o:

Email Critique: When a Good Offer Just Isn’t Enough

The Point

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.

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Winning B2B Email Campaign Keeps it Simple

The Point

But what’s the best way to get the most from your Facebook advertising investment?”. Learning benefits are best when they’re concrete and specific. For more tips on B2B email marketing, download a copy of our free white paper, “ Top 10 B2B Email Marketing Mistakes.”.

B2B Lead Generation Blog: The halo effect and lead generation

B2B Lead Generation Blog

B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book. Critical Success Factor #9 Effectiveness 8 Critical Success Factors for Lead Generation 2.0

Email Campaign or Essay Question? You Decide.

The Point

At best, this tells me something I already know. For a more detailed discussion of what mistakes to avoid in B2B email marketing, download our free white paper: “ Top 10 B2B Email Marketing Mistakes.”

32 Resolutions to Prepare for Your 2012 B2B Lead Generation Program


Thought I’d give it a shot as well, running through a master list of “resolutions” as preparation for improving your inbound marketing and lead generation strategies for 2012 and beyond. Consider these as the stepping stones for optimal business growth by aligning marketing & sales, and developing a content strategy designed to generate leads and nurture them into sales. Process: Set your lead generation campaign goals. Cost-per-lead.


Email Campaign Gets an “A” on Design, “F” on Offer

The Point

From a lead generation perspective, however, the campaign is a hot mess. Or to learn just how exposed my applications are compared to best practice standards?

6 Best Practices for a Lead Management Strategy

Marketing Action

One of marketing automation’s big wins is the ability to create a continuous process to manage leads at scale. Act-On’s new white paper, Best Practices for a Lead Management Strategy , outlines six steps to figuring out the best process for your organization: 1.

A Primer on Website Visitor ID and Smart Form Technology for Lead Generation


Long available within marketing automation, these programs complement sales and lead scoring efforts, by allowing you to capture intelligence and follow-up with firms visiting your digital destinations. By gathering intelligence on visitors, the time saved in lead qualification is evident.

Beyond Lead Generation: How to Use Content for Sales Enablement, Lead Nurturing and Retention

Modern B2B Marketing

Author: Caroline Watts Many marketers consider content to be primarily used for top-of-funnel lead generation techniques. Convert Mid-Funnel Leads. When using marketing automation for lead nurturing, content can (and should) play a major role in nurturing campaigns.

Is there a place for social media in a boring business?

grow - Practical Marketing Solutions

Lead generation — Even setting up a simple Twitter search can help you find customers looking for your products and services … even if you’re boring. An entire generation is finding businesses and services through Facebook search.

B2B Marketing Calls-to-Action: Best Practices by Channel


Best practices are channel-specific. Are you following best practices? Read our blog and see how the best practices of CTAs can improve lead conversions….”. Read 10 Best Practices. In fact, a good practice is to imagine erasing everything but your landing page’s CTA. Provide a CTA that directs to another, perhaps more in-depth, piece of “thought leadership,” like an eBook, white paper, or video. .

Expand your Offer Strategy to Increase SEM Performance

The Point

But the second reason is because technology marketers (and their sales counterparts) are impatient, have short term business horizons, and don’t want to “wait around” for leads to be qualified. If you expand your SEM offer strategy to include early-stage content, yes – you’ll generate a mix of leads and not just highly qualified demo-ready prospects – but, if you have the right nurture strategy in place, you’ll end up with many more qualified leads, and a greater ROI, in the long run.

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New eBook: Pay-Per-Click for B2B Lead Generation; The Ultimate Guide to Paid Search


So I was reading with some interest the 2012 B2B Marketing Benchmark Report from Marketing Sherpa because I always like to see B2B marketers’ top challenges in their businesses, which not surprisingly, is generating quality leads. 78% of their biggest challenge is generating quality leads. Second on the list is generating a high volume of leads; 49%. Generate Leads: 46%. . What makes the biggest impact on your lead generation goals?

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SEO for Alternative Content Types, Part 4: Best Practices for Infographics

Marketing Action

In this five-part blog series, you’ll get expert insights and best practices for developing the right types of content for your brand and making sure they get discovered by your target audiences. There are a lot of best practices out there when it comes to creating infographics.

7 Webinar Invitation Mistakes You Can’t Ignore

The Point

For more tips on how to improve the success of your Webinar campaigns, download a free copy of our white paper on “ Top 10 Tips for Webinar Invitation Success.”. How do you prevent your Webinar campaign from being lost in the crowd?

Above the Fold Still Critical for B2B Email Design

The Point

A high percentage of those messages are ignored, whilst the remainder is scanned at best. For more tips on B2B email marketing, download a free copy of our white paper: “ Top 10 B2B Email Marketing Mistakes ”.

B2B Lead Generation Blog: Lead Generation via Industry Experts

B2B Lead Generation Blog

B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book. Critical Success Factor #9 Effectiveness 8 Critical Success Factors for Lead Generation 2.0 This is an effective way to expand your network and generate more leads.

Broad Match is Not Your Friend: Using Match Types to Get More from Your PPC Campaign

The Point

Unfortunately, many less experienced advertisers tend to over-use the default setting, broad match, for their campaigns, based on the faulty logic that it will generate the highest volume of impressions and therefore the greatest number of leads.

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Build a Better Lead Generation Website: Balancing Design and Functionality

Hinge Marketing

If you want to generate and nurture new business leads, increase the visibility and strength of your brand, or enhance growth and profitability, you’ll likely want to build a lead generation website. Can you retrofit your existing site with lead-generating features?

You Need to Understand These 6 Things About What B2B Buyers Want


Reliable data , organized in a useful way, can make a huge difference in the revenue you generate. Some organizations are very savvy about letting visitors download several different white papers or other content resources before they ever start selling.

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