Too often, demand generation efforts rely on text-heavy whitepapers and analyst reports to capture sales leads. Yet only 20 percent of marketers today are confident that their demand generation campaigns are effective. A large part of this problem is that whitepapers do not engage the decision making part of the brain called the “old brain.” The “old brain” has no language capacity and is a simple mechanism that craves visual imagery. As such, to increase the effectiveness of your demand generation campaigns and create more quality, sales-ready leads, you need to engage both prospects’ and customers’ old brains and make your messages – your stories – impactful by transforming traditional, written word messages into visual vignettes.
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