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In the demand generation business, we often talk about “low bar” and “high bar” offers. The bar in either case is the level of time, effort, and commitment required of the prospect or person registering for said offer. So, for example, on a spectrum from low to high: * a… Read More
The team at Demand Gen Report just released their 2018 Content Preferences Survey Report (free download, registration required), yielding fresh insights – and a few surprises – on the types of content today’s B2B buyers prefer, and why. The report is a useful resource for B2B marketers planning content development… Read More
Technology marketers love analyst reports. Sure, they’re expensive to license, but they’re instant fodder for all sorts of content marketing, they bring credibility and name recognition to a campaign, and – bonus – they say nice things about your product. However, in my experience, most tech companies don’t know how… Read More
Earlier this year, I talked to a CMO at a B2B tech company whose sales counterpart was lobbying strongly for the company to adopt Account-Based Marketing (ABM) as part of their demand generation strategy. The reason? Though the marketing team was doing a great job generating raw inquiries at the… Read More
In an era when the average business buyer only contacts a brand when he/she is 67 percent through the buying process, there’s every reason to make sure that you’re reaching prospective customers at every stage of their research, not just when they’re ready to buy. Otherwise, when buyers finally do… Read More
Choosing the right content offer for a demand generation campaign isn’t simply about aligning that content with a particular buying persona. Some content types are best-suited for early stage offers, while others will only appeal to those buyers in the very latter stages of the buying cycle. Whether you’re focused… Read More
A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?” My response: Finding highly-qualified, late-stage prospects has less to do with demand generation channels or tactics, and much more to do with content. For example, if you offer prospects… Read More