Connect with us


Business Leaders Weigh In on the Future of Events



Business Leaders Weigh In on the Future of Events

In 2019, Microsoft hosted their annual Ignite event in Orlando for one week. It was the most successful Ignite they’d ever had, with well over 27,000 attendees.

That is, until the fall of 2021 — when they hosted over 270,000 attendees in a virtual version of the same event.

A couple of years ago, the majority of businesses hosted in-person trade shows and conferences. Virtual conferences were a rarity.

But, post-pandemic, we’re seeing a major shift towards virtual or hybrid events. In fact, HubSpot Blog Research found roughly 40% of marketers plan to increase their investments in virtual events, webinars, and conferences in 2022, followed by 39% who plan to spend the same amount as they did in 2021. A mere 16% plan on decreasing their investment.

Bob Bejan, Microsoft’s Vice President of Global Events, is unsurprised by this shift towards virtual, and believes it was always destined to be the future of events.

He told me, “The pandemic is really just an accelerator of something that was going to be inevitable anyway, but probably would have taken five or six years instead of just two.”

Here, I spoke with experts across industries to learn more about the surprising future of events — and whether in-person, virtual, or hybrid will become the norm. Plus, what it could mean for your business.

Let’s dive in.

The Future of Events, According to Experts

The Case for Virtual

We all remember the challenges of in-person events: Shuffling from conference room to conference room, running to catch the last bus back to your hotel, feeling overstimulated by exhibition spaces full of businesses competing for your attention.

Simply put, in-person events can be incredibly stressful and frustrating experiences for attendees — particularly with larger gatherings.

As Microsoft’s Bejan puts it, “The dirty little secret of in-person events is you’re all competing for the biggest number — but the bigger the number, the worse the experience for the attendees.”

Bejan adds, “The power and effectiveness of virtual events is just so convincing from a data perspective that it’s hard to imagine they’re ever going away. Virtual events at every dimension are so much more effective than in-person events.”

Nowadays, you’ll be hard-pressed to find a business leader who doesn’t recognize the benefits of virtual events.

Among other things, virtual events can:

  • Lower the price of admission, which can increase attendee count and enable businesses with smaller budgets to take part in your conference and offer unique insights.
  • Lower the costs your business would typically pay for conference space, on-hand staff, catering, security, and more.
  • Enable people across the globe to interact without needing to spend money on flights and hotels.
  • Attract high-demand speakers who might not have the time to attend your event in-person, but are happy to share insights via video call or pre-recorded presentation.
  • Provide you with the opportunity to create a product (recordings from your conference) that you can repurpose for future lead generation offerings.

And, as we saw in 2020 and 2021 as a result of the pandemic: Sometimes, virtual events are the only option, when unforeseen circumstances makes in-person events impossible.

Virtual events are incredibly powerful opportunities to reach new audiences and increase brand awareness. In fact, 80% of marketers are able to reach wider audiences and increase their ROI by hosting virtual events.

future of events according to bob bejan

Virtual events have also come a long way since the early days of webinars. Nowadays, brands are upping the game by offering incredibly unique, immersive virtual experiences.

For instance, consider INBOUND 2021, which enabled attendees to network at virtual meetups, interact in real-time with attendees and speakers, and learn from renowned speakers like Oprah and Spike Lee — all from the comfort of their own homes.

For many brands, virtual events will be the only practical option for events well into the future. As Bejan posits, “If you’re a small or medium-sized business and you’re trying to reach people and deliver impressive experiences, our feeling is that there’s no better way to spend your money than in the digital space.”

However, if you’re wary of virtual-only experiences, you’re not alone. Many business leaders are unsure whether it’s a wise idea to take away the in-person component entirely, particularly when so many attendees learn and network best in-person.

Enter: The hybrid event.

Why Hybrid Is a Powerful Alternative

Picture this: You’re sitting on a beanbag chair, an iced coffee at your side, and you’re looking up at a row of huge, circular screens with a variety of sessions happening concurrently.

You put your headphones on and dial into one session, while the person beside you — with whom you connected earlier, at the food station, and traded business cards — sits and listens to a different one.

While it might sound futuristic, it’s not.

Prior to the pandemic, Bejan and his team worked on shifting Microsoft’s event strategy towards one in which the primary offerings were always digital — known as the “digital core”.

“And then,” Bejan told me, “rather than making destinations — which is the way we used to do events — we would distribute that digital core, and simultaneously activate events around that digital core locally and regionally, so that we can deliver those special and unique things that you can only do in-person.”

These spaces, known as ‘hang spaces’, were exactly as described in the example above. People would sit together in a rented conference space, watch Microsoft’s pre-recorded or live digital sessions, and experience the very networking they craved.

If, alternatively, someone wanted to watch from home, they could do that, too.

This is one hybrid example, but there are many in various forms. Consider, for instance, Social Media Marketing World, an annual conference for social media managers.

As of 2022, the conference is now offered in-person at the San Diego Convention Center, or via remote live stream. If you want to attend the three day event in-person, you’ll need to pay upwards of $1,700 (depending on whether you want an extra day and access to live stream, as well). Alternatively, the on-demand conference costs between $597 and $797.

With a hybrid strategy, you’re solving the needs of two different subsets of people — those who actively seek out in-person experiences, and those who’d prefer to learn remotely. Ultimately, a hybrid strategy is a compelling option if you find your audiences’ preferences are split between in-person and remote.

As ON24’s VP of Strategy & Research Cheri Hulse puts it, Hybrid has presented itself as a good midway point for marketers as they try to navigate global and regional regulations, audience preferences, and contractual obligations with venues.”

Hulse adds, “Hybrid allows marketers to feel their bases are covered for delivering an event — no matter what is thrown at them leading up to the big day.”

Penny Elmslie, Xero’s GM for Brand & Community, told me that hybrid is an option that excites her as we enter a new era for events.

Elmslie says, “The beauty of a hybrid model is it allows our events to scale, while enabling us to connect with those who for physical, financial, or medical reasons may not be able to attend in person.”

Elmslie adds, “In creating the right experience, we also purposefully make the hybrid delivery shorter and sharper to what you’d expect live, ensuring we respect our audience’s time in front of screens.”

Elmslie continues, “We’ve found the current environment has changed people’s expectations, challenging us to ensure we’re providing enough flexibility in our model to cater to all audiences. Fortunately, advancements in event technology and production skills have enabled us to continue to surprise and delight our audiences in new ways — even when they can’t physically be with us.”

Sarika Abraham, Media & PR Manager at Hexnode, is working on putting together her first hybrid event this year, Hexcon 22.

For her, the biggest challenges include the project management skills required to combine an in-person and virtual event into one seamless experience.

Abraham told me, “With twice the benefits comes twice the labor. Hybrid events are complex and require intricate management of both a physical platform and a virtual stream. I believe that managing the increased complexity, cost, and risks associated with integrating different platforms, tools, and technologies is the pivot of successfully conducting a hybrid event.”

If you’re interested in planning a hybrid event in 2022, you’re in luck. Hulse shared her tips for marketers looking to plan their first hybrid event.

She told me, “My one tip for marketers planning hybrid events is to remain flexible and listen to feedback. When ON24 planned a hybrid event last year, we offered lots of options for attendees to select how they wanted to consume the experience: in-person or virtually.”

Hulse adds, “This was critical as we saw attendees change their mind as the date neared and their situations changed. Ultimately, the success of the event was based on audiences consuming content and engaging with the experience — and we left it up to them to decide how they would do that.”

future of events according to cheri hulse

Reachdesk’s Global VP of Marketing Christy Steward also shared some key takeaways for marketers looking to plan hybrid events in 2022.

Steward told me, “The one piece of advice that I’d suggest for any business running their first hybrid event would be to make sure that you pay equal amounts of attention to both in-person and remote attendees. Although both groups will technically be at the same event, they’ll be having very different experiences, so keep this in mind when planning.”

Steward adds, “A smart gifting strategy can help create an equally memorable experience for every attendee. For example, if you’re providing snacks and refreshments for in-person attendees, make sure you send virtual attendees a coffee voucher before the event or even better a box of coffee beans and something to nibble on during the event.”

Additionally, to ensure your in-person and remote attendees feel equally included, consider how you might leverage unique tools. 

For instance, Airmeet’s VP of Product, Vikas Reddy, told me, “Plan for opportunities that will make sure your virtual attendees feel heard through polls, bringing them on the stage, etc. Facilitate networking between in-person and virtual attendees through curated sessions like speed networking, breakouts, and 1-1 meetings.”

Reddy adds, “Also, double down on mobile capabilities that will offer your in-person attendees a digital pocket guide, taking care of everything from navigation to networking. Make sure you capture data for both the set of audiences across all the above mentioned touchpoints. This can contribute valuable insights into what matters to each audience segment and thereby lay down the strategy for future hybrid events.”

All of that is well and good … but what about the people who simply crave in-person experiences?

Let’s explore the future of in-person events, next.  

For Some Brands, In-Person is Still Most Effective

Over the next couple years (and depending, of course, on health and public safety regulations), we’ll begin to see some businesses return to hosting fully in-person events. And, for certain industries, in-person will always be the most effective.

Brittani Dinsmore, Head of Marketing at Moz, believes the reason 16% of marketers plan on decreasing their investment in virtual events in 2022 comes down to the need for in-person interactions.

Dinsmore says, “​​I think we’re seeing a shift away from virtual events because there’s a growing demand to return to face-to-face interactions. Zoom fatigue is a real thing. Many individuals are burnt out from conducting professional and personal meetings through a screen.”

Dinsmore adds, “People can’t experience the full scope of some events, like networking or a convention, from their living room. Live events, in particular, have a certain energy that can’t be replicated virtually.”

For instance, while MozCon, Moz’s annual marketing conference, has been held online for the past two years, Dinsmore told me her team is tentatively planning on hosting MozCon 2022 in person again (as long as restrictions subside).

Along with the benefit of face-to-face connection, Dinsmore makes the point that it’s often easier to generate meaningful leads and attract new sponsors in-person compared to virtual.

There’s also real science behind the importance of in-person interactions. Consider, for instance, how 55% of the impact of our communication comes from body language, 38% from tone of voice, and just 7% from the words themselves.

In a virtual world, it can be difficult to pick up on nuances in body language and tone through a computer screen. Which means some meaningful connection will be lost in a world primarily focused on virtual interactions.

future of events according to brittani dinsmore

“The move back to in-person events will be gradual,” Dinsmore says, “As new COVID variants pop up, companies will continue to hold hybrid events to serve the groups who feel comfortable meeting in-person and those who prefer attending functions from home.”

Dinsmore continues, “But I think companies should consider sponsoring or engaging in smaller networking groups rather than hybrid events to ease back into things. Once the pandemic subsides, I foresee many planning a grand return to in-person events.”

So … What’s right for you?

Ultimately, the choice of in-person, virtual, or hybrid is largely yours. As Hulse points out, “In the future, I expect to see a mix of event types in the B2B space. Between hybrid, physical, and digital events, it will be up to marketing leaders to calibrate the right mix of the three based on audiences needs and preferences, budget, and marketing priorities.”

And if you do lean towards virtual or hybrid events in the future, consider how you might innovate on what’s already been done. There’s unlimited potential in the virtual and hybrid event space — and we’re really just getting started.

As Bejan told me, “We had one big epiphany when we delivered a streaming version of our Las Vegas show, and found that the largest audience of people watching our keynotes watched from their hotel rooms. So that was an insight for us: As long as you make good, interactive television, you’ll find success.”

“And,” Bejan adds, “in my almost 30 years of business … This is the most compelling work I’ve done in my career. It’s really, really fun.”

state of marketing

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address


Why We Are Always ‘Clicking to Buy’, According to Psychologists



Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.


Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading


A deeper dive into data, personalization and Copilots



A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading


Why The Sales Team Hates Your Leads (And How To Fix It)



Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.



To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

1716755163 123 Why The Sales Team Hates Your Leads And How To1716755163 123 Why The Sales Team Hates Your Leads And How To

Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

1716755163 298 Why The Sales Team Hates Your Leads And How To1716755163 298 Why The Sales Team Hates Your Leads And How To

So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

1716755163 789 Why The Sales Team Hates Your Leads And How To1716755163 789 Why The Sales Team Hates Your Leads And How To
  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

1716755164 910 Why The Sales Team Hates Your Leads And How To1716755164 910 Why The Sales Team Hates Your Leads And How To

So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

1716755164 348 Why The Sales Team Hates Your Leads And How To1716755164 348 Why The Sales Team Hates Your Leads And How To

The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.

Disruptive Design Raising the Bar of Content Marketing with Graphic

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading