Marketing with white papers and/or webinars

SUMMARY: The concept of turning an existing white paper into a video eBook was one of the most intriguing examples of content repurposing mentioned at MarketingSherpa’s recent B2B Marketing Summits. Based on positive audience response, we developed a detailed case study about the campaign.

See how a networking communications company turned a technical white paper into a multimedia eBook that featured short video interviews with company experts alongside links to a host of related downloads. The eBook attracted eight times as many readers as the original white paper – including hard-to-reach C-level executives. read the complete case study

SUMMARY: The right webinar promotion strategy can be the difference between a lackluster event and a lead generation bonanza.

We spoke with a team that's covering all the bases with a templated webinar communication plan that's driving live-event attendance and contributing to long-term lead generation. See how they combine outbound and automated email, a clever "refer-a-friend" campaign and an on-demand viewing option that's capturing contact info from 55% of viewers. 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