MarketingSherpa published a great article today on how Redhat’s Director of Marketing Communications, Chris Grams, broke the rules for distributing white papers and webinars. As a result, Grams believes that he’s generating better qualified leads.
Grams sums it up by saying, "I don’t like the idea of forcing people into becoming leads. I like people to opt-in to entering our sales stream. Our sales team is very busy. They don’t have time to waste with people who aren’t that interested…"
I agree, we do need to strike a balance between collecting information and giving value. If we always require people "to register" to gain anything of value, then we’re forcing them – that’s not a formula for building a relationship. So how can we do both?
I’ve found it is far more effective to focus on lead generation via micro-conversions that build an opportunity profile over time such as; requesting an email address, then asking for first and last name, later requesting a phone number and so on.
Grams, suggests that marketers may want to rid their sites of registration pages for their “juicy” content. Do you agree with him? Why or Why not?
Using though leading content to generate more leads
If you use webinars as part of your lead generation mix, you might want to read my post "Tips for generating better ROI from webinars."
One final thought – don’t rush a list of webinar attendees or white paper download registrants to your sales team and call them sales leads. After doing numerous lead qualification programs, I’ve found that roughly 5% to 15% (at best) of inquiries are truly sales ready opportunities.