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Can AI write marketing copy? Even the most hardened AI skeptic would have to admit: yes, it can. The follow-on question, naturally, is whether AI-generated copy is any good. Today, that would appear to depend on 1) who’s at the controls, and 2) what kind of copy AI is writing. … Read More
The lead generation experts at NetLine just released their “2024 State of B2B Content Consumption & Demand Report,” a meaty 38-page guide based on data from more than 6 million content registrations. Here are the findings that stand out as potentially having the most significance for demand marketers: According to… Read More
At a time when marketing budgets are tightening, surveys and survey reports represent some of the most compelling and cost-effective content a B2B marketer can produce. Why? Because a well-crafted survey does all this and more: * builds thought leadership for your brand and helps establish your company as subject… Read More
According to the blogosphere, and based on conversations with clients, there appears to be a movement afoot to free marketing content from the shackles of registration forms and offer everything from white papers to Webinars ungated. Arguments from those who oppose gated content vary, but typically are variations of the… Read More
Most B2B marketing benchmark reports are completely useless. That’s because either 1) the results were generated through surveys, which (as any reputable statistician will tell you) causes all sorts of data bias, and/or 2) the data fails to account for the wide variance caused by differences in offer (e.g. webinars… Read More
Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage. That’s not simply because prospective customers will engage more readily with content that better aligns with whether they’re… Read More
Aligning content offers with stages in the buying cycle is a critical factor in maximizing engagement. Early stage or “top of funnel” content generally speaks to industry trends or best practices because early stage buyers may only just be launching their research, or perhaps not even aware they have an… Read More