Here are some ideas for content you can reuse to drive leads, based on a Marketing Sherpa study of what prospects want to see: ScreenHunter_02 Aug Whitepapers Are Best, Easiest Ongoing Program Whitepapers are still the most effective asset to use for lead generation. They offer the registrant the flexibility to download and read in a time and format (printed vs. online) most convenient to them. No doubt there will come a time when an individual starts to wear out its effectiveness. But writing new whitepapers should take precedence over more expensive and complex thought leadership and event creation. If you have time or budget constraints around generating new thought leadership, check with your lead generation vendor to see if they can help create effective, low cost papers, or collaborate with partners, or customers to split the time and cost. 4. Diversify Target Sites, Touch Points, and Content * One Campaign – Multiple Sites Diversify away from single, concentrated media properties and email lists, where offer fatigue can set in. B2B marketers should take advantage of the major shift in eyeballs to blogs and online-only publications and their loyal audiences. These networks offer new performance based pricing models across a range of properties. Conventional wisdom holds that email is the best channel for distributing thought leadership content to drive sales leads. In 2008, Marketing Sherpa published data on lead generation best practices based on a survey of over 1,000 marketers. The first thing they recommend is using multiple tactics rather than relying on email only to generate leads.
