Free Science Learning Materials. SmartTools: Social Media Marketing - Marketing Profs SmartTools. Sales - Dull, Irrelevant Content Hampering B2B Lead Gen Success. Only one in five B2B marketing and sales professionals (20%) say their demand generation campaigns are fully effective, whereas 80% say they are ineffective to semi-ineffective, according to a survey from Corporate Visions.
Among those 80%, content is the biggest challenge. Asked to identify the single most important factor hampering successful demand generation campaigns, a plurality (37%) cite content that "isn't engaging or provocative," whereas 31% cite a lack of sales and marketing alignment, and 12% cite budget constraints. Marketing Videos: Tips to Grab and Hold Viewer Attention. Simple truth: You might create the best marketing videos around, but if you can't convince users to stop and click, your work is all for naught.
And although Web videos have become extremely popular, there are still countless potential viewers who choose not to watch them. (Just think: Someone could be ignoring your opus right now!) According to the folks at the Rainmaker blog, one obstacle sits at the root of the problem: Unlike with text, potential viewers can't skim a video to decide whether they want to consider it more carefully.