Marketing with white papers and/or webinars

SUMMARY: For the B2B marketer, the sale is often complex, the sales cycle can be long, and the number of leads throughout the pipeline can be simply massive. It can be daunting, but marketing automation software is a tool that can get the whole marketing effort under control.

See how a software company that changed its business model, and knew it would be generating a very high volume of leads, implemented marketing automation to almost double its opportunities and increase revenue from deals by 178%. Learn the factors it considered in vendor selection and see screenshots of its lead flow process. read the complete case study

SUMMARY: Social media and blogs are two of the most popular channels in content marketing. But you have plenty of other tools at your disposal, including video. Sound too expensive? Think again.

See how a B2B software company used videos to boost site traffic and nurture leads on a slashed budget. We included tactics that the team used to turn its email marketing into its best promoter of videos. read the complete article

SUMMARY: "42% expect participation in physical trade shows to be down by as much as 50%." "While 61% said they would miss seeing people in person, less than half felt they would miss traveling to other locations (34%), enjoying the social activities (36%) or seeing speakers in person (20%)." "More than one third of respondents cited the social networking benefits of virtual events, including the ability to see a list of all attendees in advance (35%); to contact... view the complete research record

SUMMARY: By Anne Holland, Content Director

Webinars are the second-most popular lead generation offer in business-to-business technology marketing this year, topped only by white papers. Which is rather stunning given that nobody had even heard of a webinar a decade ago. (But then, we'd never heard of iPods either.)

I see a lot of great, informational webinar promotions out there. Marketers are very good at the emailed invites and ads in emailed trade newsletters. However, I must admit... read the complete article

By Anne Holland, President

Last Thursday I met with our new Senior Reporter, Sean Donahue, who covers the B-to-B marketing beat for us. He wanted to know best practices on how to get more people to sign up for webinars.

I said, "And don't forget the thank-you page. When a prospect signs up for a webinar -- or a white paper or newsletter for that matter -- be sure to include more hotlinks or offers on... read the complete blog post