I love marketing offers. In B2B marketing (or any kind, for that matter), offers are what you give someone for doing something you want them to do.
Content is an offer. Offering content in outbound B2B marketing is basically saying:
“By accepting this offer you are showing that you have interest in learning about this topic. Tell me who you are and how to reach you and, in exchange, I’ll give you this white paper or this assessment or this guide or these case studies, etc.”
How often should a B2B marketer make an offer in outbound marketing efforts? The answer is ALWAYS.
When we B2B marketers invite prospects and clients to a Webinar, we see the Webinar as the offer. It has value and is educational. That’s why I was surprised and delighted to get this email invite.
So I asked myself, “What is their strategy in doing this?
I’m not sure I’m correct, but when I read the “contest rules” I discovered two possible answers. Here is the section of the Contest Rules I found revealing:
“To enter, each potential entrant must become a registered user of the Web Site and truthfully and accurately provide all information required by the registration process and view the “Virtualize without Compromise: Understanding VM Backup and Recovery” Webcast in its entirety prior to 2 p.m. EDT on July 26, 2011. The eligible prize winner(s) will be selected at random from all eligible entrants who view the Webcast in its entirety.”
It’s possible that two of the reasons this offer is being made are:
1. To make sure the registration is complete and accurate, and
2. To ensure that attendees don’t leave the Webcast early.
This offer makes the invitation stand out from dozens passing through a typical inbox. The subject line of “Win  $10 Starbucks gift cards: Understanding VM Backup and Recovery” puts the offer up front.
In addition, this offer gives me a very positive perception of the publication and the event sponsors. They are making a $500 investment in the hope that this Webcast will generate X number of leads and X number of new customers and potential revenue that justifies the investment.
It’s a strategically and financially sound B2B marketing strategy.