Despite lots of chatter around ABM, companies continue to smartly place emphasis on inbound marketing execution, especially content marketing. Content marketing is one of the few marketing channels that has compounding growth (i.e. effort is long lasting), is educational in nature (i.e. helps build the category), and creates intent, which is great for conversion rates.
However, it’s still important to capture this initial inbound interest and convert it to something more meaningful for your business. One of the highest value things we’ve done at Bizible has been to implement upgrade offers. Upgrade offers are CTAs on ungated content that convert the interest (and unknown visitor) to a lead, which then triggers sales engagement.
In this post I’ll share the upgrade offers we’ve tried along with associated stats.