September 16, 2011 – 7:08 am
How is it that a quality white paper on a hot topic can still generate bad leads? It’s got to be the media, right? Wrong. It’s the offer. Even a well-written white paper, by a respected author, on a hot topic of vital interest to your target audience, can still generate leads your salespeople will [...]
Dollar for dollar, white papers continue to be some of the most effective offers for most high-technology marketers. Prospects are usually more likely to download or otherwise register for a white paper vs. a Webinar, free trial, etc. because 1) the time commitment is minimal, and 2) white papers are perceived (not always justifiably) as [...]
August 10, 2009 – 9:37 am
When marketing automation vendor Marketo released their “Definitive Guide to Lead Nurturing” last week they knew pretty quickly they had a hit on their hands. Within 6 hours, 1,000 people had registered and downloaded the guide. Think about it: that’s 1,000 sales leads (and make no mistake, that’s what they are) in less than a [...]
By Howard Sewell
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Also posted in B2B Marketing, Content marketing, Demand Generation, Inbound marketing, lead generation, Lead Nurturing, SEM, White Paper Syndication, White Papers
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Tagged b2b demand generation, b2b lead generation, B2B Marketing, Content marketing, Content Syndication, Demand Generation, lead generation, Lead Nurturing, marketo
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February 9, 2009 – 7:33 pm
I’ve written often in this space about content syndication and how the vendor landscape has splintered in recent years, triggered primarily by TechTarget acquiring first Bitpipe, then Knowledgestorm. The result has been an explosion of smaller vendors – both individual Websites and ad networks, a trend to performance-based pricing, and a myriad of options for [...]
By Howard Sewell
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Also posted in B2B Marketing, Demand Generation, direct marketing, lead generation, White Paper Syndication, White Papers
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Tagged b2b demand generation, b2b lead generation, B2B Marketing, Content Syndication, knowledgestorm, techtarget, White Paper Syndication
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December 11, 2008 – 5:24 am
From LinkedIn: “Are webinars a waste of time? It would be interesting to hear from those of you who run regular B2B webinars about how this technique works for your business in terms of “lead generation” and/or “lead conversion”, and also whether you feel that there are other benefits to your business besides lead generation.” [...]
Howard J. Sewell is president of Spear Marketing Group and a B2B marketing veteran with more than two decades' experience in direct marketing, demand generation, and lead management.
