Marketing with white papers and/or webinars

SUMMARY: More is not always better when it comes to marketing activities. You have to make sure the content and timing of your campaigns match your buyers’ needs during a sales cycle.

See how one marketer revamped its lackluster weekly webinar series by creating fewer, but more relevant events. That content, combined with better database analytics and a new outbound marketing strategy increased attendance 422%. read the complete case study

SUMMARY: If you haven’t ever conducted a webinar, stop putting it off. They’re one of the top two lead-generation tactics for B-to-B technology marketing, according to MarketingSherpa data.

We’ve put together a toolkit with everything you need to get your webinar program up and running smoothly: from a tutorial explaining the process to a checklist, timeline, cost calculator, best practices and templated emails and registration pages. read the complete article

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