Tag Archives: content marketing best practices

gated content

In Defense of Gated Content

According to the blogosphere, and based on conversations with clients, there appears to be a movement afoot to free marketing content from the shackles of registration forms and offer everything from white papers to Webinars ungated. Arguments from those who oppose gated content vary, but typically are variations of the… Read More

leads don't convert

4 Solutions to Consider When Marketing Leads Don’t Convert

If your organization is generating plenty of leads but those initial inquiries aren’t converting to sales qualified leads, meetings, or pipeline, a myriad of things could be at fault: 1) sales follow-up may be sub-standard in either cadence, frequency, or message 2) lead nurturing may not be doing enough to… Read More

marketing content

People Don’t Read Your White Papers. Who Cares?

New marketing technologies like Uberflip make it increasingly easy to track content consumption beyond just clicks and downloads.  This functionality not only generates additional insights for marketers as to just how much of their content prospects are actually reading, but also enables more sophisticated lead qualification methods, for example: granting… Read More

white paper marketing

The Demise of the White Paper is Greatly Exaggerated

If you can say anything about marketers, it’s that we love obituaries. Yes, we love to declare things dead. Inbound Marketing? Dead. The MQL? Dead. Lead Funnels? Dead. Outside the rarified air of marketing punditry, however – i.e. in the land of marketing practitioners – all three of these concepts… Read More

holiday email campaign

Why This Holiday Email Campaign Misses the Mark

It’s that time of year again, and B2B marketers everywhere are dusting off the usual holiday clichés in an attempt to weave good cheer into their demand generation campaigns. Take the email campaign below from security vendor Symantec. Sure, they can be forgiven the holiday theme (gift boxes, fir trees,… Read More