Category Archives: Offer Strategy

How Big is Too Big? One Email Offer That’s Tough to Ignore.

April 19, 2012 – 1:09 pm

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. That approach rests on the assumption that by selling the value of whatever it is you’re offering the reader (a white paper, a Webinar, an ebook), and not [...]

By Howard Sewell | Also posted in B2B Marketing, Content marketing, Copywriting, Creative, Demand Generation, E-mail, email design, email marketing, Graphic Design, lead generation | Tagged , , , , , , , | Comments (0)

Should I Remove Offer Content from My Website During a Campaign?

February 14, 2012 – 3:10 pm

A client asks: “If we’re planning on using a particular white paper as part of a lead generation campaign, or even for lead nurturing, is it a good idea to remove that same content asset from our main Website? I’m concerned about people bypassing the campaign and just downloading the paper from our site.” My [...]

By Howard Sewell | Also posted in B2B Marketing, Copywriting, Creative, Demand Generation, Interactive Design, Landing Pages, lead generation | Tagged , , , , | Comments (0)

Information Kits: Packaging Offer Content for Higher Response

December 23, 2011 – 10:05 am

For most B2B marketers, information offers like white papers, case studies, and analyst reports strike an effective balance between response rate and lead qualification. Compared to a Webinar, for example, they require little time and commitment on the part of the prospect, yet if written, titled, and positioned carefully, can serve to generate leads that [...]

By Howard Sewell | Also posted in B2B Marketing, Campaign Strategy, Content marketing, Demand Generation | Tagged , , , , | Comments (0)

Sample Outline for a Lead Generation White Paper

July 18, 2011 – 11:15 am

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 [...]

By Howard Sewell | Also posted in B2B Marketing, Content marketing, Content Syndication, Demand Generation, lead generation, White Paper Syndication, White Papers | Tagged , , | Comments (1)

Content that Works: A Conversation with Michael Cannon

May 18, 2011 – 12:03 pm

What defines great marketing content? Now that most marketing departments are tasked with also being content publishers, is it too much to ask that marketing content also persuade customers to buy? Or is it enough that the material simply generates response? To answer these questions, I sat down recently with messaging expert Michael Cannon to [...]

By Howard Sewell | Also posted in B2B Marketing, Content marketing, Copywriting, Creative, Demand Generation, Lead Nurturing | Tagged , , , , | Comments (0)