When it comes to making demand generation campaigns work to maximum effect, good content is a marketer’s greatest fuel. The right content helps generate new inquiries, warm up cold leads, and nudge existing prospects closer to purchase.
Without good content, demand generation results can take a big hit. In fact, a lack of content is often quoted as the primary barrier to demand gen success.
In the following slides, we explore 10 examples of creative offer content that helped marketers increase demand for their products and services. And the good news is — many were created by repurposing existing content to present information in new and creative ways. We hope they help you find inspiration to develop great content for your company.
When it comes to making demand generation campaigns work
to maximum effect, good content is a marketer’s greatest fuel.
The right content helps generate new inquiries, warm up cold
leads, and nudge existing prospects closer to purchase.
Without good content, demand generation results can take a big
hit. In fact, a lack of content is often quoted as the primary
barrier to demand gen success.
In the following slides, we explore 10 examples of creative offer
content that helped marketers increase demand for their
products and services. And the good news is —
many were created by repurposing existing content to present
information in new and creative ways. We hope they help you
find inspiration to develop great content for your company.
When digital engagement solutions provider Moxie wanted
to create digestible content for its early-stage nurture
program, it came to Spear with a 27-page research report.
Unfortunately, not only was the report too much
information for so early in the sales cycle, it also was
oriented to late stage prospects —
people actively evaluating solutions.
Pairing stats from the report with the addition of more
benefit-oriented best practices, Spear developed a lighter,
shorter ebook that enabled Moxie to educate its cold lead
audience in a more engaging, low-commitment way.
Takeaway: Paid for research? Make it go further by
repurposing stats, facts, and results into more scannable
formats—ebooks, infographics—that work for different
stages of the purchase process.
A10 Networks is a leading manufacturer of application
networking and security solutions. When the company
asked Spear to help create content for an early- to mid-
stage nurture campaign, it was looking to illuminate just
how scary and devastating a cyber attack can be.
Armed with a PowerPoint deck on the dangers of not
inspecting SSL traffic, A10 wanted to drive engagement from
cybersecurity professionals in a way that might send shivers
down their spines.
From that one presentation and some additional industry
research, Spear crafted an infographic that identified the
biggest security threats the target audience faced, and a
solution for how to expose them. The title, “Top 6 Dangers,”
employed a proven best practice, namely the use of a
numeral to set concrete expectations for what the reader
can expect to learn.
Takeaway: When employed in an infographic, otherwise
ordinary stats and bullet points from a presentation deck
can be turned into content that not only delivers vital
information, but does it in a way that evokes emotions, too.
Digital storage and sharing giant Dropbox loves its
customers, and the feeling is mutual. Dropbox also knows
that prospective customers love hearing about how other
companies like them already use Dropbox services. To date,
Spear has developed a portfolio of close to 100 business
case studies for Dropbox showcasing some of the company’s
most notable users. The stories are used both to generate
leads on the company’s website, and also as sales tools by
Dropbox sales representatives.
In planning an entire library of case studies, Dropbox
needed a clean, reader-friendly template that would allow
key story points to really “pop” on the page. In collaboration
with the client, Spear developed a modular design to both
accelerate the production process, and also highlight
business results and customer testimonials. This has allowed
Dropbox to illuminate the huge spectrum of use cases—and
industries—that rely on Dropbox products, and create
immediate relevancy for the reader.
Takeaway: Case studies are a key element in a marketer’s
content library, especially for prospects later in the sales
cycle. By highlighting business- and industry-specific
information, case studies empower the marketer to address
specific buying personas or industry verticals in a highly
Assess your practice’s billing needs and performance—and
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improve billing processes within your practice, the following questions can
about whether your practice should outsource its billing:
1A high number of physician
practices agree that their
billing and collections systems,
best practices, and processes need
upgrading. Do you believe yours do ?
2 Are you struggling to keep
pace with credentialing and
billing as your practice grows?
3 Are you uncertain about
whether your revenue cycle
processes and technology will
be able to meet future industry
demands and handle changing
4 Are you unclear on whether
your resources are being
where there is
6 Are you looking to control
7 Would you like deeper analysis
and better reporting on your
8 Would you like to invest in
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9 Do you ﬁnd it challenging to
ﬁnd and retain qualiﬁed billing
BILLING EFFICIENCY C
How to know if it
When prospects are in the later stages of the lead lifecycle,
short, more interactive content—pieces like checklists, ROI
calculators, and self-guided assessments—can be ideal
fodder to help guide and motivate the purchase decision.
Late-stage engagement was exactly what NextGen
Healthcare was aiming for when they worked with Spear to
create a “billing assessment” checklist.
The checklist was designed as both Web content (to reside
in the company’s resource center online), and also as a sales
tool to help convince medical practices of the value of
outsourcing their billing processes. By combining questions
to help the practice assess their current billing system, along
with information on how to choose the right billing
company, Spear created a high-value asset that not only
helped to create a “need” on the part of the prospect, but
also positioned NextGen as the logical choice for a
Takeaways: Late-stage content that helps prospects assess
their current business practices, then provides
recommendations on how to improve those same processes,
can help steer purchase decisions without resorting to an
overt product pitch.
Surveying customers and prospects is a great way to learn
more about your target audience—but surveys can also
provide you with data that’s primed and ready to lend itself
to new content. When Origami Logic, a global leader in
marketing performance measurement, approached Spear
for help generating new leads and engaging with current
customers, Spear suggested that a survey campaign might
be the perfect answer.
After collecting data from more than 200 marketing execs,
Spear compiled the information into a comprehensive
report that highlighted trends and best practices that would
appeal to marketers chartered with the very tasks that
Origami makes easier. Once the report was complete, Spear
also created an infographic that presented highlights from
the report and—critically—offered viewers the opportunity
to download a copy of the report in its entirety. Both pieces
were then used as offer content in lead nurturing and as a
“thank you” to everyone who completed the original survey.
Takeaway: Surveys are unique as a lead generation tactic in
that they generate their own content—meaning you can
drive engagement at the same time you’re compiling data
that in turn can be leveraged for reports, infographics, blog
posts, Webinars, and more.
Talking about your product may seem like the most direct
way to capture the interest of potential customers, but like
infomercials, product hype can cloud a worthy value
proposition and appeal to only a small subset of late-stage
prospects. Cybersecurity company Morphick wanted to push
a product message to help carve out a new solutions
category in the security space. However, their product-
focused content was a difficult sell in a crowded
marketplace, where many vendors can appear to claim the
What was needed was content that hooked prospects with
an established and well-understood pain point, and
positioned Morphick as an innovative solution. In the fast-
moving security industry, however, that content also needed
to focus on a current and relevant topic before the next
hacking story stole the headlines.
Instead of starting from scratch, Morphick turned to an
existing short paper on ransomware. By adding a new title,
bolstering the article with a “how to” angle, and breaking
the content into “snackable” steps, Spear was able to create
a “guide” with concrete appeal to the security professional.
Also critical was the design: an eye-catching cover and an
easy-to-read template made the PDF version infinitely more
accessible than the original, white paper-style document.
Takeaway: Need current content in a hurry? Put a new face
on blog posts, internal docs, or third-party articles by
reorganizing content, adding design elements that break up
the copy and make it easier to scan, and using a title that
speaks directly to what the reader will learn.
For some audiences, more information isn’t a good thing.
When data storage company Quantum approached Spear
with the task of editing an existing ebook, it was clear there
was not only great content, there was simply too much of it
to appeal to an executive audience, one of the key segments
the client was targeting.
Instead of eliminating content from the ebook, Spear
recommended creating a second piece more tailored to the
C-level audience. This 3-page “executive summary”
leveraged the same content, but relied on a highly visual,
scannable design that highlighted key takeaways. Eye-
catching stats and facts took the lead, and copy was kept to
a minimum. While Spear leveraged the look and feel of the
ebook, the executive summary had a more sophisticated
“bottom line” feel that spoke to C-level concerns.
Takeaway: Tailor content for specific personas, departments,
or industries by strategically versioning existing pieces. If
there’s a specific message or format that works, don’t
recreate the wheel; consider instead repurposing existing
content into companion assets.
Statistics are critical supporting points for marketing
messages. However, stats on their own can leave a reader
begging for a conclusion, and a reason to keep reading. For
Rimini Street, a leading provider of enterprise software
support services, a successful research survey uncovered
some compelling numbers that were great fodder for a
marketing campaign. What was needed was a way to
package that data in a manner that was both meaningful
and memorable to potential customers.
From the client’s numbers, Spear created a comic book
“super hero” theme that was leveraged across an
infographic and an ebook, and as part of an integrated
demand generation campaign. While the theme didn’t
distract from the power of the statistics alone, it added a
fun and memorable angle that was eye-catching and yet
reinforced an important marketing message.
Takeaway: Don’t take content too seriously.
Prospects like to be entertained and delivering your
message in a visually compelling, thematic way can help
your company stand out from the crowd, and generate
attention in a crowded category.
You can’t judge a book by its cover, but, of course, people
do. For data warehouse and analytics provider Magnitude,
high quality content was hampered by simple designs that
didn’t show that content in its best light. A slew of
acquisitions left marketing resources strapped, so new
programs had to “make do” with content offers that were
relatively dry, mostly text-based, and less than engaging.
Recognizing the value of the underlying content,
Spear recommended a quick content “refresh.” Copy was
restructured to include catchy subheads and compelling
titles, and new covers were added to drive engagement
(even in thumbnail form). In short order, Magnitude had
two “new” white papers tailored for use in their lead
Takeaway: Often, older content can be made new again with
a simple copy refresh and design makeover. Used
strategically, a compelling cover design gives an offer higher
perceived value—and a focal point for emails and online
ads. An interesting cover with a compelling title can often
be the difference between a pass—and a click.
Sometimes, a piece of content can act as inspiration for a
new customer experience. Navicure, a leading provider of
medical claims management software, wanted a new
infographic to be less static and more interactive, the better
to drive viewer engagement.
Taking the client’s goal in mind, Spear built in levels of
interactivity that changed the entire feel of the piece. As
viewers scroll through the infographic, information pops up
dynamically, then at the bottom, the infographic spotlights a
clear call to action that takes the reader to a registration
form. Part landing page, part infographic, the new piece
serves as both a lead generation asset and also a sales tool
to help tell the Navicure story.
Takeaway: Not all infographics have to be static images.
Make content come to life by building a more visual,
interactive, dynamic experience. Not only will your content
stand out, but you’ll drive higher engagement, including
8 Questions to Help You Decide if Your
Content Is Good Enough
Does it teach the reader something they may
not already know?
Does the topic help to qualify the prospect as
someone suffering from a problem or pain
point your product/service can solve?
Is it aligned with where your audience is in
the purchase process?
Are the topics and stats current—no more
than a year or so old?
Does its title clearly convey a benefit or an
intriguing, newsworthy topic?
Does it use specific, accessible language
rather than vague concepts and jargon?
Is it the right amount of substance—not so
short that it feels flimsy, but not so long that
it feels overwhelming?
Does it include a call to action or next step
for readers to access additional information
or get help with questions?
Spear Marketing Group is a full-service demand generation
agency that helps B2B technology companies generate,
nurture, and convert leads to revenue. Services include
email marketing, event promotion, SEO/SEM, content
syndication, digital advertising, social media, and content
development. For more information, visit
Report: Which Content & Technology is Driving
Today’s Demand Generation
eBook: The Big Book of B2B Demand Generation
White Paper: How to Choose Your Carrot:
Effective Lead Generation Offers for High-
Follow us on Twitter: @spearmktg