Compelling Offer and Call-to-Action
This is how you’ll draw the recipient in, entice them to act and allow the interaction between your brand and your target audience to continue.
Offers are especially important in B2B marketing campaigns. In simplest terms, an offer is what you intend to give the prospect, i.e. the “what’s in it for me?” You’ll of course be asking for something in return. To be effective, your offer should reinforce your brand promise. It should compel action and be interesting enough to entice your prospects. It should also be tailored to where your prospect is in the sales cycle.
For example, you might offer a free whitepaper download in exchange for basic contact information (offered to a larger quantity of prospects early in the sales cycle). Or perhaps a new iPad in exchange for a meeting with one of your sales reps (offered to a more targeted group of qualified prospects who are closer to the purchasing phase). You might even consider a mix of both for added engagement opportunities.