Lead Generation

Tips on how to generate more B2B sales leads

7 Quick Tips for Generating Leads With Free Information Offers

October 13, 2010 by Leave a comment

I’ve written several times on the value of free information offers (white papers, case studies, tip sheets, etc.) for generating leads. So today, I thought I’d give you seven quick tips on how to use those offers more effectively. Here they are:

1. Select a narrow target audience and focus ...

Continue reading...

Better than Free: The Free-on-Free Offer

September 14, 2010 by Leave a comment

A great way to boost response and effectively generate leads with direct mail and email is with a “double” variation on the free information offer, called the “free-on-free” offer.

The classic example of the “free-on-free” is the e-zine sign-up offer: You offer your prospect a free subscription to your e-zine ...

Continue reading...

Call to Action: Separate the “Ready to Buy” from the “Maybe Later” AND Get a Response from Both

July 13, 2010 by Leave a comment

How do you separate prospects who are “ready to buy” from those who are “just looking”… AND get both to respond to your promotions?

The answer is simple: with a different call to action – or offer – for each group: a hard offer and a soft offer.

In this ...

Continue reading...

Direct Mail Offers Growing Opportunity For Savvy B2B Technology Marketers

March 16, 2010 by Leave a comment

With their budgets slashed and added pressure to turn in positive results, marketing departments everywhere shifted expenditures in search of higher ROI in 2009. The trend was decidedly towards online media. Especially email.

Surveys indicate this trend will continue in 2010. A DMA benchmarking survey found 70% of marketers plan ...

Continue reading...

How to Gain Customer Approval of Case Studies

January 13, 2010 by Leave a comment

Do you have trouble gaining customer approval of case studies?

If so, you’re not alone.

Several marketing managers I’ve spoken with have told me they would love to use case studies in their marketing, but their customers refuse to participate. And many companies who do publish case studies report that ...

Continue reading...

Lead Generation through Anticipation

October 9, 2009 by Leave a comment

The Internet has turned us into an “I-want-it-NOW!” society.

It provides instant access. Instant information. Instant entertainment. Instant shopping. Instant dating. It has accustomed us to instant gratification of our desires.

It’s made us impatient.

And while the Internet has in many ways been a boon for advertisers, it has ...

Continue reading...

9 Ways to Make Your Promotions “Scanner Friendly”

September 8, 2009 by 2 comments

I call it the Business Prospect Paradox.

In the world of business-to-business marketing, your prospect is a reader. Reading is a big part of his job description. He must read to make informed buying decisions on the products and services he needs to do his job properly.

Yet in our ...

Continue reading...

Long Copy or Short Copy?

August 21, 2009 by 3 comments

One of my clients is always saying to me, “I want something short. People don’t read anymore. They don’t have the time.”

But is that really true? Will business prospects not take the time to read long copy? Or are there times when long copy is better? And how do ...

Continue reading...

Some “Alternative” Lead Generation Strategies

May 14, 2009 by Leave a comment

As many of you know, I spent a couple of days at the Aerospace 09 Expo in Munich last month. And I came away with an observation I want to share with you today.

On the first day, it seemed obvious that the global recession had had an effect on ...

Continue reading...