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• Three Ways to Improve Your Lead-Generation Efforts
  "Online lead generation requires you to erect just the right-sized barrier," writes Ian Lurie at Conversation Marketing. "Something [just] big enough to keep unqualified, unpromising leads out, while letting interested ...
  Lead Generation, Lead Nurturing, White Papers
• Cover the Spectrum With Whitepapers
  "Since white papers are among the most popular pieces of content for [many] buyers," notes Cheryl Goldberg at the High Tech Communicator blog, "you'll want to create a lot of ...
  Creativity, Lead Generation, White Papers
• Free Shipping!
  Free shipping offers can cost your company a bundle, but they may produce ROI that makes them worth the expenditure. As you explore your options, you will probably be interested ...
  Market Research, Marketing Analytics, White Papers
• Is Anybody Following Your Thought Leadership? Five Best-PracticesPaul McKeon
  A big part of making market leadership pay off is an ability to convey and promote thought leadership. Thought leadership is the outward expression of market leadership. It conveys your ...
  B2B Marketing, Marketing Smarter, Thought Leadership, White Papers
• 11 Tips for Challenging Government-Marketing Myths and Reaching BuyersBecky Sheetz-Runkle
  Just as selling to government is different from selling to any other industry, marketing to government requires a distinct approach. Although there is no shortage of ways to reach government ...
  Case Studies, Collaboration, Measurement, Newsletters, Public Relations, Sales, Thought Leadership, White Papers
• Whitepapers: Publish AND Promote, or Perish
  For small companies, technology whitepapers can be time-consuming and expensive to produce. Depending on the topic, they can also be highly perishable, with a relatively short shelf life. So it ...
  Blogging, Facebook, High-Tech Marketing, LinkedIn, Sales, Twitter, White Papers
• What's the Biggest Untapped Opportunity for B2B Marketers?
  How would you answer the question, "What do you see as number-one untapped marketing opportunity for business-to-business marketers today?"
  B2B Marketing, Channel Marketing, Customer Relationships, Interactive Marketing, Marketing Strategy, Podcasting, ROI, Social Media, Targeting, White Papers
• Free Resources That Can Pay Off
  While the blogs we highlight are a great resource for email marketers, you might also benefit from the more in-depth guidance of downloadable whitepapers. Companies have discovered the marketing advantage ...
  Customer Experience, Email Marketing, Social Media, White Papers
• Here's That Email You Requested
  Congrats! You've created a terrific whitepaper, and now you're adding a download link to a free copy of it on your landing page. All your prospects have to do is ...
  B2B Marketing, Email Campaigns, White Papers
• Know Where to Find Some Progressive Metrics?
  In a post at the Marketing Interactions blog, Ardath Albee discusses an ongoing debate between "Hard" and "Soft" marketing proponents on the best way to measure ROI.  ...
  Blog Comments, Customer Engagement, Marketing Analytics, Personas, ROI, Twitter, Videos, White Papers
• 10 High-Impact, Low-Budget Ideas for Marketing in a Down Economy (Part 2)Jonathan Kranz
  Earlier this month, the author offered five ideas for getting ahead in an economy that's got us down. As promised, here are five more inexpensive (yet powerful!) ideas that can ...
  Case Studies, Economic Crisis, Marketing Tips, Positioning, Thought Leadership, White Papers
• Red-Hot Whitepapers
  If you're writing a whitepaper—or plan to include one in your marketing strategy—you should check out a Pro article at MarketingProfs.com in which Steve Hoffman provides an in-depth list of ...
  Small Business, White Papers, Writing Whitepapers
• Get Them Sparkling White!
  Earlier this year, Michael Stelzner predicted a jump in demand for white papers by B2B marketers. That prediction is apparently coming true: financial and Internet-service companies are just two examples of B2B ...
  B2B Marketing, White Papers, Writing Whitepapers
• Case Study: How One Whitepaper Generated 500 Leads and Significant PR for a B2B ManufacturerNettie Hartsock
  JER Envirotech, a manufacturer of environmentally friendly thermoplastic biocomposite materials, needed to stand out in the green manufacturing industry. Its solution: create a white paper to both explain and build ...
• Make Every Word Count: Q&A With Jonathan KranzMack Collier
  What's the most common mistake companies make in crafting collateral? What are the keys to creating content that reflects a company's credibility? And how does a company stop talking ...
  Case Studies, Copywriting, Customer Engagement, White Papers
• B2B Search Engine Optimization: Driving ConversionGalen DeYoung
  Getting your site to rank high in the search engine results and getting searchers to click through to your site are among the foremost objectives of B2B search engine optimization. ...
  B2B Marketing, Case Studies, Customer Relationships, Podcasting, SEO, Web Copy, Websites, White Papers
• Marketing Challenge: Three Ways to Score With Search EnginesHank Stroll
  Small businesses don't often have the resources for the amount of effort needed to succeed with the likes of Google, Yahoo and MSN Search out there. Luckily, the Internet offers ...
  Case Studies, Search Engines, Small Business, Web Copy, Website Design, Websites, White Papers
• Six Ways to Prepare Better Collateral for Sales TeamsJonathan Kranz
  Ah, sales and marketing. They're like two siblings fighting in the back seat while mom, pop—or a company executive—drives the car. Jonathan doesn't know how to stop all this bickering (and ...
  Case Studies, Collaboration, Customer Engagement, Lead Generation, Lead Quality, Marketing Tips, Sales, White Papers
• How White Papers Can Turbo-Boost Your Lead-Generation CampaignMichael Stelzner
  B2B Marketing, Lead Generation, Marketing Tips, Thought Leadership, White Papers, Writing Whitepapers
• Stretching the Truth Online Has Never Been EasierHesh Reinfeld
  The author doesn't own a Blackberry. But his clients don't know that. They're impressed when they receive an email from him with the tag line: Sent from a BlackBerry wireless ...
  Creativity, Websites, White Papers