According to recent research from IDC, lead generation is a top B2B marketing priority, and in the next four years Sirius Decisions predicts 75% of all registrations will be captured online. (Sirius Decisions actually labels this as inbound marketing, however I use a more limited definition of inbound marketing.)

One of the primary ways B2B marketers capture leads online is asking prospects to register for content. Doing it effectively requires creating content prospects want in a format that is easy to engage with while capturing the information you need.

However, based on recent research from DemandGen Report, marketers are turning away prospects [Read more…]