 | spearmarketing.comcontactabout |
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
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
“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… Read More
When marketing automation vendor Marketo released their “Definitive Guide to Lead Nurturing” last week they knew pretty quickly they had a hit on their hands. Within 6 hours, 1,000 people had registered and downloaded the guide. Think about it: that’s 1,000 sales leads (and make no mistake, that’s what they… Read More
This issue comes up a lot with tech clients whose products don’t fit neatly into defined or established categories. A client writes (details changed to preserve confidentiality): “Our product is on demand health & wellness software for small businesses and we’re promoting it as a tool for improving productivity, claims… Read More
Many times in this space I’ve talked about the virtues of content syndication as a low risk way for companies to generate a consistent stream of low cost, in-profile leads. However, when we introduce the topic to potential clients we very often hear comments such as: “We tried it, but… Read More
Should you require registration in order for Website visitors to download white papers and other content? And if so, how much information should you require? Perform a random survey of high-tech company Websites, and you’ll discover very quickly that there are widely varying schools of thought on this topic. Some… Read More