MarketingSherpa is a great resource for b-to-b marketing strategy and tactics. They recently published a “Top Ten Marketing Fast Fixes” based on their survey data. You can access the quick fixes here.

Two findings stood out for me.

1. Marketers reported that speaking engagements deliver super high quality leads. This makes sense. When you’re a speaker at an industry event, you’re considered an expert and your audience is present because they are motivated. MarketingSherpa makes the great point that the events can be virtual and still be effective. Who’s your company’s best speaker? What’s your best educational content? There’s many events in your industry. Find them and submit speaking proposals.
2. Forced registration for access to white papers and other content on your web site limits the number of prospects you educate. It’s pretty obvious that many people turn away in the face of registration forms, but you use them to capture those who are motivated and true prospects. But rather than have open access to all content, I recommend providing a sampling of educational content for open access and putting some of the  more valuable or proprietary content behind registration forms. This way, you establish credibility and usefulness to prospects and the market through open access, and capture leads of the highly-motivated prospects.