Lead Generation

Tips on how to generate more B2B sales leads

8 Ways to Leverage Case Studies in Your Other Marketing Communications

December 18, 2016 by 2 comments

Recent surveys of technology buyers have consistently shown case studies to be among the most influential and most viral of all marketing collateral. {1}

But many technology marketers don't seem to realize that case studies are also amongst the most versatile and powerful forms of marketing communication when it comes ...

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Successful White Paper Planning: A Proven 7-Step Process

November 7, 2016 by Leave a comment

This is the third and final installment in our series on white paper planning. In our first post, we discussed why many white paper projects fail. In the second, we looked at the benefits of putting together and gaining agreement on a White Paper Plan (WPP) before beginning development of ...

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Why Many White Paper Projects Fail

September 13, 2016 by Leave a comment

This is the first installment in a three-part series on white paper planning. You'll find a link to the next article in the series at the end of this post.

If you'd like to get the whole series – and many additional tips – in a single PDF, click here.

...

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The Barstool Test

March 17, 2015 by 3 comments

“In an article published in the Harvard Business Review, Charles K. Ramond described experiments designed to measure advertising effectiveness,” writes Bob Bly in The Copywriter’s Handbook. “The experiments showed, not surprisingly, that advertising is most effective when it is easy to understand.” {1}

And one of the best ways to ...

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Ditch this Popular B2B Website Feature Now!

January 14, 2015 by 1 comment

While searching the Web for vendors of a certain class of engineering tool last month, I came across a one who seemed to have just what I was looking for.

Clicking on the Google search result, I was taken to the company's home page, where I was presented with a ...

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How to Optimize Email for Mobile – Part II: 8 More Best Practices

December 17, 2014 by Leave a comment

The rise of online mobile devices is changing the way people communicate and gather information. One big change is in the way we consume email.

As we saw in Part I of this series, nearly half of all commercial email is now opened for the first time on a mobile ...

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7 Questions to Ask When Choosing a White Paper Writer

August 13, 2014 by 1 comment

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 ...

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5 Reasons Why Website Visitors Aren’t Reading Your Case Studies… And a Simple Fix for Each

June 11, 2014 by 1 comment

Are you using customer case studies in your marketing mix?

If so, let me ask you this: Are your website visitors reading them?

The reason I ask is this: I find a lot of technology company websites don't make it easy for visitors to find and download case studies.

I ...

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Fish… Or Cut Bait?

April 9, 2014 by Leave a comment

When should you require registration for content, and when should you not? ...

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Hybrid White Papers: Dos and Don’ts for Mixing the Three Archetypes

January 8, 2014 by 3 comments

In last month's article, we looked at the three types of white papers identified by Gordon Graham in his new book, White Papers for Dummies. In case you missed it, the three archetypes are (1) the backgrounder, (2) the numbered list, and (3) the problem/solution. {1}

Graham likens each of ...

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