B2B Marketing and Sales Tip #56 - Turn Role-based Data Into Interested Prospects With a Relevant and Enticing Call to Action
Attention Conservation Notice: The following post provides a list of offers that B2B Marketers can use to improve campaign results.
OK, it’s a new year and you’ve got your freshly scrubbed ReachForce-built database full of highly-targeted prospects. Now what? If you found yourself busy reacting to end of year crises and didn’t greet the New Year with a properly planned, integrated lead generation campaign, you can still juice your Sales pipeline with a well written email and a strong call to action.
Unfortunately, for most B2B marketers, therein lies the challenge. What to offer? Where can I find a fresh and compelling white paper to serve up, because, well, every B2B marketer knows that a white paper is the number one offer in our arsenal. But if your product marketing group is as busy as mine, it’s not always easy to get your hands on new content to support your latest campaign.
Don’t be tempted to resort to a Sweepstakes offer like “enter to win an iPod.” Most will respond for the wrong reasons or avoid responding entirely because the offer is “too good to be true.” Aim for something that is relevant to the prospects’ daily job. Here are a few quick ideas:
- Free Books: Identify a new business or technology book that is related to your prospects’ responsibilities and your product or service and give away 10 to the first respondents.
- Webinar: Recruit a spokesperson and schedule an educational Web cast.
- Newsletter: Offer a subscription to your newsletter with tips and case studies.
- Video Tutorial: Grab your Flipcam, an expert, and a white board and shoot a mini-tutorial.
- Podcast: Think video tutorial with a voice recorder instead.
- Expert Guide: Ask an all-star group of experts to send you their best advice or anecdotes, package it up into a “guide” and publish.
- Quick Assessment: Provide a list of questions that can be used to assess a problem.
- Free Resources: Pull together a few free online tools, previously published white papers and articles, then offer access to the compendium.
Got any other creative ideas? Share them with us.
