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 [...]
“Always show an image of the offer.” It’s a rule I quote often, one repeated to me ad nauseum many years ago by an early mentor and long-time direct marketing veteran. The logic: whatever it is you want your reader to download, request, order, or register for, a visual image of that offer makes it [...]
By Howard Sewell
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Also posted in Content marketing, Demand Generation, direct marketing, Inbound marketing, Landing Pages, White Paper Syndication
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Tagged b2b demand generation, b2b lead generation, Content marketing, landing page design, snag-it, white paper design, white paper marketing
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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, Content Syndication, Demand Generation, Inbound marketing, lead generation, Lead Nurturing, SEM, White Paper Syndication
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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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This issue comes up a lot with tech clients whose products don’t fit neatly into defined or established categories. A client writes (details changed to preserve confidentiality): “Our product is on demand health & wellness software for small businesses and we’re promoting it as a tool for improving productivity, claims prevention, reducing healthcare costs, etc. [...]
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.
