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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… Read More
When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. That was the experience for iDirect, a leading provider of satellite IP communications based in Herndon, Virginia. Using satellite technology for internet connectivity has particular appeal for companies with operations in remote,… Read More
Do you feign understanding when your CEO talks about “sales and marketing alignment”? Unclear on the difference between lead management and revenue cycle management? Horrified at the responsibility of investigating marketing automation solutions for your company? In a recent study, Marketing Sherpa reported that 54 percent of CMOs have either… Read More
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… Read More
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… Read More
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… Read More
Launching a CEO blog but the boss isn’t sure what to write about? Here are 8 ideas based on a list we created recently for a client: 1. Opinion/Thought Leadership – opinions/rants/views on the world of [insert your product category here] – the good, bad and ugly. A good place… Read More