Tag Archives: b2b demand generation

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

3 Ways to Make Your Corporate Blog’s Sidebar Work Harder

Want a simple way to have your corporate blog show measurable results? Take a hard look at your sidebar. Here are 3 techniques guaranteed to make an impact: 1. Promote subscriptions prominently. Capturing new subscribers is one of the most efficient ways to convert random visitors into loyal readers that… Read More

5 Best Practices You Can Borrow From This Email Campaign

There’s a lot to like about the email campaign I received (image below) recently from Infusionsoft, a maker of sales and marketing automation software for small businesses. It’s not perfect by any stretch (the copy could use some improvement – more on that later) but many of the techniques on… 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

No Leads from Social Media? No Excuses.

In a recent post, the folks over at Silicon Angle applied their usual insightful analysis to the results of an industry survey by marketing automation company Pardot, a survey that reports fully 42 percent of respondents (all B2B Marketers) have failed to generate any leads from their social media campaigns…. Read More

Forget About Hot Leads. It’s Cold Leads that Make the Difference.

When sales teams need marketing to help them make their numbers, the natural response is to go fishing for hot leads. However, as I wrote previously in a white paper on “Lead Recycling,” focusing demand generation activity exclusively on acquiring net new, qualified leads is an expensive proposition for a… Read More