What Kind of Content Creates More Opportunities?

Presented by

Tim Riesterer, Chief Strategy Officer at Corporate Visions & Frank Pinder, General Manager at B2B DecisionLabs

About this talk

What type of content creates the most top-of-funnel engagement and opportunity pipeline? Results from a new field trial by B2B DecisionLabs might surprise you. Most sellers and marketers (83 percent) believe it’s important that digital content be more interactive to provide self-service buyer enablement. The idea is that interactive tools like calculators or assessments foster more meaningful, self-directed experiences that will motivate more prospects to buy. But does that belief hold true? Turns out, changing just one variable in a sales development campaign—an interactive vs. static content asset—changes the entire outcome. Based on brand-new field trial results, you’ll discover: - How different types of content assets affect your prospects’ motivation to act—from engagement to pipeline. - How the psychology of early-stage “hand-raisers” determines which assets get them to respond or take your call. - How to most effectively “re-ignite” your dormant leads to generate more opportunities and maximize the return on your demand gen efforts.

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Corporate Visions, Inc. is the leading provider of science-backed sales, marketing, and customer success training and consulting services. Global B2B companies work with Corporate Visions to articulate value in their customer conversations in three ways: - Make Value Situational by distinguishing between customer acquisition and customer expansion - Make Value Specific by aligning conversations with the Customer Deciding Journey - Make Value Systematic by unifying marketing, sales, and customer success to speak in one voice