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What's more useful for generating demand: Attractive incentives or remarkable marketing content?
I'm curious what the Focus community thinks about this. Of course the answer to this may depend on what the 'demand' is being generated FOR- but as a buyer: what generally compels you more? Are you more motivated by an incentive (ex. a prize), or is it more about what motivates or supplements your inquiry (your demand): unique content. As a marketer, which yields higher conversion of prospects?
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5 Answers
Jessica:
if we are truly looking for prospects in the buying cycle there is no doubt that relevant and timely content will do more to create a customer than a prize. This is one of the reasons that a well planned content management strategy is important.
In B2B, buyers are not looking for the newest gimmick, they want to know that the vendor they partner with understands their issues, can deliver services/solutions and truly engage them on a 1-1 level and have a relationship. Delivering engaging content is what will get this across to your prospect.
While a prize may be a quick attention grab, relevant and solid content that maps to each phase of the buying cycle will go beyond grabbing attention and lead to meaningful engagement.
Carlos Hidalgo
The Annuitas Group
www.annuitasgroup.com
Ah interesting question, I am not answering this as a buyer but as a marketer. In b2b overall, remarkable content is more effective. Incentive-based traffic in b2b typically doesn't work and doesn't help you create lasting relationships with the buyer which is the foundation of a successful lead management strategy. Content marketing is the hot topic today for a reason, that is, the key to capturing the b2b buyers heart is meaningful, relevant content.
HOWEVER, and there is always a "however". Right now, IPAD giveaways are worth being part of your event. Did I contradict myself? Kind of, but here is the deal: the b2b buyer typically won't actually attend something just because they will get an IPAD. There has to be something valuable to them. As much as they want the IPAD, they can't afford to go unless the content is working for them. If the content is interesting, the IPAD may push them over the top to attend your seminar, etc.
From my perspective unique content that adds value is the way to go.
Prizes usually get you a quick reaction. People will do what you want them to do because there is a carrot at the end of the stick. If the action you want them to take (give email address, etc...) is easy and quick you might get good results. However using giveaways you are not creating a durable relationship with your potential buyers.
Using content mapping and lead nurturing strategies with excellent content is much more efficient at generating business. If done correctly content will provide solutions and advice to the potential buyer that will allow him/her to trust that your company/product can deliver a solution to his pain points. With content you are providing real value. This value will transcend into trust and trust in your company will become sales.
Alexandre Sagala
Alsamarketing - Marketing automation solutions
http://www.alsamarketing.com
Remarkable marketing would be my favor. I don't need incentives if your product/service is really great and what you make your claims to be hold true.
To me, Incentives show that your product or service is weak and that you are practically begging people to try you. Incentives are gimicky. I don't trust gimicky.
I didn't wake up one morning saying 'oh, i wish i would get something for 'free' today. But I might wake up one morning and say 'oh, i really NEED xx today or for my business future.' There is a big difference.
If you are really satisfying a consumer need, and your product/service meets it, then bag incentives. They just distract from the product message.
From my experience, the answer is situational. Remarkable content is more useful as a long-term tool whereas attractive incentives work in the short-term because of their limited lifespan.
However, the combination of both methods has proven to be a successful formula when the incentive is the attractor and the content builds the case. If the content is compelling, urgency created by the expiration of the incentive makes a powerful close.
The answer to your question, “What's more useful for generating demand” is dependent upon which solution meets the goals of your marketing initiative
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