Tips on creating and using any type of marketing or sales collateral (brochures, sell sheets, white papers, case studies, etc.)
One of the most effective ways to generate leads in B2B is with a tweet, LinkedIn update, email, or brief letter offering valuable information to a well-targeted list of prospects.
Here are 13 ways to generate leads for your company with this sturdy, time-tested technique.
Case studies are powerful B2B marketing tools, but they need to be carefully constructed to capture and hold your readers' attention.
So, I didn’t want to stop with the five tips for case studies I presented in my previous essay; I came up with five more! I hope you'll ...
Are you taking full advantage of the power of case studies?
Case studies are among the most read and most shared of all marketing content. Surveys of technology buyers by Eccolo Media, for example, ranked case studies third in consumption behind brochures and white papers, and second only to white ...
White papers…
They're not just for engineers anymore.
In fact, for many years now, even in technology marketing, engineers are neither the most important nor the most receptive audience for white papers.
In a 2009 survey, Eccolo Media segmented their technology buying respondents into two groups: purchasing decision-makers (mainly C-levels, ...
How do we give white paper readers what they want…
AND tell them what we need to tell them?
In a TechTarget/CMO Council survey,1 when respondents were asked what factors had caused them to be disappointed in a white paper, the three most common responses were:
Case studies have long been one of the most popular and influential forms of marketing content.
In Eccolo Media's annual B2B Technology Collateral Survey Reports (2008 to 2014), for example, technology buyers ranked case studies the second most influential content type – trailing only white papers – seven years in ...
When prospects talk with your salespeople about purchasing your solutions, what are some of their biggest concerns?
If you're like most tech industry executives, I'll bet your list includes:
As B2B marketers, we're all familiar with the classic structure of a case study:
But is that really all there is to it?
Many marketing managers and copywriters seem to think so. Search through the resource pages of technology company websites, and you'll find scores of customer case studies divided ...
Are you using customer case studies in your marketing mix?
If so, let me ask you this: Are your website visitors reading them?
I ask because I find a lot of technology company websites don't make it easy for visitors to find and download case studies.
Why make it difficult ...
When it comes to making purchasing decisions, technology buyers consistently rank the white paper as the most sought-after, most shared, and most influential of all forms of marketing collateral.*
But creating an effective white paper is no easy feat. White papers generally require more research, greater subject matter knowledge, and ...
10 Common Mistakes
That Kill
White Paper ROI
How to Avoid Them And
Generate More Leads
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