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Best Email Opt-in Campaign:
Gold B-to-B
Rainmaker Report - The One Piece of Advice You Can't Generate Leads Without
Brand/Client Side Team:
Erica Stritch
From Their Nomination Form:
We realized that the newsletter subscription itself is not enough to generate
subscriptions on its own. So, we developed something of value in which people
would feel comfortable exchanging their personal information for. We had to build
trust through value based offers before asking for their information and commitment
to receive the weekly newsletter. Rather than creating the report ourselves and
restricting the distribution to our current list and contacts, we picked well known
industry experts who also have good high reach and distribution methods to the
audience we had defined. We had buy-in from all authors from the get go to not only
contribute to the report, but to promote it to their own lists. We gave an industry
leading, online marketing publication exclusive rights to include a check box on the
landing page, in exchange for a certain ratio of co-registrations from their site
(see link to report landing page). We sent an additional email promotion out to some
of the downloaders with a $100 off promotion to purchase one of our flagship research
reports on the topic of lead generation. Sorry, the judges promised this winner that
we would keep their results private. However, be assured that we have seen all the
data and were thoroughly impressed!
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