Category Archives: Offer Strategy

3 Crucial Tips for Promoting Live Product Demos

Let’s face it; a live product demo is a tough sell. As an unvarnished display of your product’s capabilities, a product demo is only ever going to appeal to prospects at the latter stages of the selling cycle. So how do you make sure that a demo attracts those critical… Read More

Does Your Email Campaign Make a Case for Action?

If there’s one key element of demand generation copy that distinguishes it most from, let’s say: product collateral, or PR, or even social media, it’s this: a demand generation campaign is designed to drive action. In more basic terms, demand generation is about getting people to do stuff – namely,… Read More

What Lead Filters Should I Request For My PPL Campaign?

A client asks: “I know I can filter our Pay-Per-Lead (content syndication) leads on geography and company size. What if I want to filter to specific regions or states? Can I also limit leads to certain job titles?” My response: To best answer the question, let’s discuss what lead filters… Read More

MobileIron Harnesses End-User Demand to Drive Mobile IT Sales Leads

If end users want your product, but their IT department makes the purchase decision, can you leverage that demand to drive IT sales leads? That was the question contemplated by the marketing team at MobileIron, a leading provider of mobile device management technology. MobileIron’s software solution is a prime enabler… Read More

How Big is Too Big? One Email Offer That’s Tough to Ignore.

As any regular reader of this space will know, I am a fierce evangelist for the “sell the offer, not the product” approach to B2B email creative. That approach rests on the assumption that by selling the value of whatever it is you’re offering the reader (a white paper, a… Read More

Should I Remove Offer Content from My Website During a Campaign?

A client asks: “If we’re planning on using a particular white paper as part of a lead generation campaign, or even for lead nurturing, is it a good idea to remove that same content asset from our main Website? I’m concerned about people bypassing the campaign and just downloading the… Read More

Information Kits: Packaging Offer Content for Higher Response

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… Read More