14. Formats such as blog posts, webinars and white papers are ideal for sharing top-funnel content
15. Webinars, white papers, case studies and enewsletters guide buyers down the path toward conversion
16. Brian Kardon, CMO, Eloqua “ People want to say, ‘Hey, a webinar is better than a video or a blog post.’ It’s less about the medium and more about the subject matter and how you execute. It’s what’s inside the vessel, not the vessel itself.” Twitter – #eMwebinar
40. The majority of B2B companies worldwide track lead activity with a customer relationship management tool…
41. … But a minority are integrating their CRM system with a marketing automation tool
42. Lisa Horner, director of campaigns, Citrix Online “ When you think about lead nurturing programs, you have to be able to continue the story and the conversation as your prospects and your customers evolve their knowledge .”
43. Without tools to measure the value of each content marketing asset , marketers can’t expect to prioritize their efforts or grow their programs
64. B2B Lead Generation —Using Content to Acquire New Customers Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording. For more discussion, please join us after the webinar on Twitter. To learn about eMarketer Total Access please visit www.emarketer.com/products or contact us: (800) 405-0844 or [email_address] Twitter Hashtag: #eMwebinar Sponsored by: Presented by: Lauren Fisher Writer/Analyst, eMarketer, Inc.