Just arrived back from the MarketingProf’s convention with a fresh new study in hand from MarketingProfs Research Insights.
What’s interesting about this study is the examination of white papers in relation to B2B sales leads.
What follows is a detailed review of the findings:
Online content effectiveness for lead generation:
White papers were among the top 4 for effective lead generation. Here is the breakdown:
1. Newsletters (39%)
2. Press releases (30%)
3. Case studies (25%)
4. White papers (24%)
5. Webinars (22%)
6. Trials/demos (21%)
7. Blogs (12%)
8. Video (11%)
9. Podcasts (4%)
10. e-books (4%)
Report co-author Robert Lesser had this to say, “Even as new forms of content and online media are making waves, the tried and true such as white papers continue to be favored by B2B marketers.”
I am a bit puzzled about newsletters being used for lead generation. You first need a name and email address before you can send a newsletter. I think perhaps this might be ads in other people’s newsletters??
Lead nurturing: The study also found that white papers were very effective for lead nurturing, more than trials, webinars, press releases, blogs, video, podcasts and ebooks.Receive email updates when new articles are posted.