Let’s be real -- the buying cycle in the association industry is much slower than in for-profit industries.  As a past for-profit sales manager, I basically had to forget everything I knew about sales rules and start fresh when I began working in the association industry.  In the for-profit industry, sales naturally move more quickly and the flow of the conversation is different.  Cold calling, being aggressive, and being blunt are expected. In the association industry, however, relationships matter and trying to sell someone something right away is, for the most part, frowned upon. 

Well-written content can change the way people think and act. It can have a major impact on people and help you show potential customers why they should consider your products and services over your competitors. Words matter and a quality copywriter can help you craft words into the right message. 

We have just released our newest Toolkit, Webinar Planning.  Webinars are a very influencial form of content.  Many organizations have begun to embrace them as an effective tool for accomplishing multiple business goals.  These goals include lead generation, establishment as a thought leader, and education and training for both employees and customers.  If you don't yet have an established webinar program, this toolkit is designed to help guide you through the development of one.

Webinars are an important part of any good lead generation strategy.  They can provide the highest return on our marketing investment over the shortest amount of time.  The infographic below shows us why webinars are such an effective content tool to use to obtain more high quality leads in a cost effective, timely way.

It can be difficult for marketers to successfully navigate today's digital landscape.  Here at HighRoad, we understand your pain.  That's why we created our educational initiative and named it HighRoad U.  At the U we have all our past webinars On-Demand and available for free anytime.  Our webinars span a multitude of digital marketing topics and are a convenient way to earn free CAE credits while learning digital marketing best practices.  Each month we cover a different topic.  During the month of January we will be exploring the topic of using webinars for lead generation.  Organizations are embracing webinars because they are a very effective content tool for driving lead gen.  The webinars we will present this month are:

Having numerous lead generation strategies is critical for any organization's continued success.  The infographic below lists the top lead generators across 7 digital marketing channels.  Take a look to see whether you are missing opportunities for generating new leads.