Tag Archives: b2b lead generation

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 | Posted in B2B Marketing, Campaign Strategy, Content marketing, Demand Generation, Offer Strategy | Also tagged , , , | Comments (0)

No Leads from Social Media? No Excuses.

November 16, 2011 – 1:22 pm

In a recent post, the folks over at Silicon Angle applied their usual insightful analysis to the results of an industry survey by marketing automation company Pardot, a survey that reports fully 42 percent of respondents (all B2B Marketers) have failed to generate any leads from their social media campaigns. At first blush, that number [...]

By Howard Sewell | Posted in B2B Marketing, blog marketing, Blogs, Campaign Measurement, Social Media, Web 2.0 | Also tagged , , , , , , , , | Comments (0)

Should I Remove Offer Content from My Website if It’s Part of a Campaign?

August 18, 2011 – 7:16 am

A client asks: “If we’re offering a white paper as part of an upcoming campaign, should we remove it from our Website for the duration, especially if it’s ungated?” As demand generation marketers, no matter how skillfully we construct a clear, unambiguous, unfettered path to our precious content, some prospects will still go out of [...]

By Howard Sewell | Posted in B2B Marketing, Content marketing, Demand Generation, direct marketing, Landing Pages, lead generation | Also tagged , , , | Comments (0)

B2B Email Creative: A 5 Point Checklist

July 14, 2011 – 8:44 am

Is your lead generation email ready for primetime? Measure it against these 5 criteria before hitting “send.” 1. Get to the Point. By the time your reader is done with the first paragraph, does he or she know what the offer is, why he/she wants it, and how to get it? If you’re making people [...]

By Howard Sewell | Posted in B2B Marketing, Creative, Demand Generation, E-mail, email design, email marketing, lead generation | Also tagged , , , , | Comments (0)

5 Creative Ways to Make Your White Paper Irresistible

June 28, 2011 – 8:43 am

“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 | Posted in Content marketing, Demand Generation, direct marketing, Inbound marketing, Landing Pages, White Paper Syndication, White Papers | Also tagged , , , , , | Comments (1)