Webinars are a great lead generation tactic. People that register for webinars are committing their time to attend which is a much stronger predictor of their potential as a future sales opportunity than a search query or white paper download. Because of this, as well as other positive characteristics, lots of marketers have incorporated these virtual events into their marketing mix. While webinars are great at delivering qualified leads, they do take a significant investment
Lead Users and Lead Customer Advisory Boards are often critical components of product innovation engines. Capturing valuable insight from these resources allow product marketing organizations to identify new product opportunities that are not too far in front of the general market which maximizes market acceptance and early product adoption. Insight from these customers is critical for maximizing the chances of new product success by ensuring products address key pain points that are emerging in the
In today’s world of infobesity, the current generation of content marketing calendars, found in marketing automation, social media and CRM platforms, often fall short of helping marketers effectively execute a content marketing strategy that will break through the clutter while engaging and converting target audiences into customers. While they provide the utility of scheduling, persona targeting, channel distribution and theme designation, they just scratch the surface in helping brands with precision timing of execution, content positioning relative to the competitive set and relevant content that engages and delivers maximum value.
Unfortunately, most content marketing strategies are not developed with the same amount of rigor, effort and resources that are applied to their product strategy counterparts. With the commencement of the content wars and the companies with the best and most effective content, gaining market share, you’d think that more CMOs would pay closer attention. Here are three common areas where content marketing strategies are failing today: 1. Competitive Content: Attack and Shielding Strategies Less than
It’s no surprise that the days of ruling a category with a good product and a great tagline have come to an end. Today’s highly educated consumer (B2C or B2B) requires a deeper connection, social proof and thought leadership before they give you the honor of calling them a customer. In order to capture the required cognitive real estate of today’s highly educated B2C or B2B consumer, it is important to create a brand vocabulary
B2B Marketers are struggling to connect content marketing to business value according to a recent press release from Forrester published in the Wall Street Journal. Unfortunately, this is not a new dilemma. B2B Marketers have struggled with effective content marketing for a multitude of reasons as depicted in The Content Marketing Institutes' / Marketing Prof's annual research on the challenges of B2B content marketing. However, with a little focus, strategy and analysis of purchase behavior,
Too many webinars are focused on selling rather than teaching You would think by now most sales people and marketers would understand the power of webinars as a tactic where you can immerse prospects in a branded experience for an hour+, influence them with subject matter experts, qualify them with polling questions and then convert the prospects into near-term sales opportunities after the event. This only works if you educate first and sell second. The