Author Archives: Howard Sewell

New Report Confirms Immaturity of Most Marketing Automation Deployments

May 14, 2012 – 12:35 pm

A new report from Forrester Consulting, commissioned by marketing automation provider Silverpop, offers little in the way of groundbreaking insights, but does provide plenty of data confirming what most already know: that many companies are failing to realize the true potential from their investments in marketing automation. In the report, “Automation: Redefining Marketing’s Game Plan,” [...]

Posted in B2B Marketing, Campaign Measurement, Campaign Planning, Campaign Strategy, email marketing, Installed Base Marketing, Lead Management, Lead Nurturing, Marketing Automation | Tagged , , , , , , , , , , | Comments (0)

How Much Copy Do I Need On My Landing Page?

May 8, 2012 – 11:27 am

An effective landing page does two things, I would argue: 1) it validates the viewer’s decision to click on whatever ad it was that led him or her to the page in the first place, and 2) it closes the deal. The amount of copy that it takes to accomplish these tasks: make the reader [...]

Posted in B2B Marketing, Content marketing, Copywriting, Creative, Demand Generation, Landing Pages | Tagged , , , , , , | Comments (0)

How to Reduce Unsubscribes Using Subscription Management

April 30, 2012 – 4:00 pm

I’ve written previously in this space about how to reduce unsubscribes by giving prospects and customers the option to update their contact information rather than forcing them to opt out of email entirely. A further strategy for minimizing unsubscribes is to employ subscription management, a technique in which you, as the publisher, give the wannabe [...]

Posted in B2B Marketing, Campaign Strategy, CRM, Database Marketing, Demand Generation, email marketing, Email Newsletters, Installed Base Marketing, Interactive Design, Landing Pages, Lead Management, Lead Nurturing, Marketing Automation, Marketo | Tagged , , , , , , , | Comments (0)

How Big is Too Big? One Email Offer That’s Tough to Ignore.

April 19, 2012 – 1:09 pm

As any regular reader of this space will know, I am a fierce evangelist for the “sell the offer, not the product” approach to B2B email creative. That approach rests on the assumption that by selling the value of whatever it is you’re offering the reader (a white paper, a Webinar, an ebook), and not [...]

Posted in B2B Marketing, Content marketing, Copywriting, Creative, Demand Generation, E-mail, email design, email marketing, Graphic Design, lead generation, Offer Strategy | Tagged , , , , , , , | Comments (0)

“Fortune 500 CIO” is Not a Target Market – A Conversation with Bob Wright

April 13, 2012 – 7:35 am

I’ve had the pleasure of watching Bob Wright conduct messaging workshops with clients, and there is no-one better in my view at helping companies hone their message and strategy. Bob has worked with more than 100 technology companies during his career, and is currently Managing Director at Firebrick Consulting, a firm devoted to helping technology [...]

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