Author Archives: Howard Sewell

demand gen landing pages

Should I Design My Demand Gen Landing Pages for SEO?

Recently, a client raised objections to our agency hosting their campaign landing pages on a marketing automation platform, since doing so would require that the pages reside on a subdomain (info.companyname.com) vs. on the client’s core domain (companyname.com). The client’s reasoning was that by residing on their main site, the… Read More

marketing automation customers

Why Marketing Automation Customers are Migrating Downstream

Over at the Modern Marketing Blog, Steve Earl offers his theory as to why enterprise marketers choose to switch to a different marketing platform. He says (in summary): “It’s because their needs outgrow system capabilities.” Now, Steve happens to work in product marketing for Oracle Marketing Cloud, home of Eloqua,… Read More

marketing career advice

Career Advice for a Young Marketer

A few weeks ago I gave an informational interview to a local university student looking for advice on the best way to jump start his marketing career. The conversation was a handy excuse to catalog some of the lessons I’ve learned over 30 years in marketing, and to document what… Read More

what's working in B2B marketing

The Myth of “What’s Working” in B2B Marketing

In the agency business, clients look to us, naturally enough, for advice on what’s working in the marketplace, on the assumption that an agency’s collective experience, providing it aligns with a client’s market or product category, can bring real world insight to bear against important decisions relating to topics like… Read More

high bar offers

High Bar Offers: Why Your Campaign May Be Asking Too Much

In the demand generation business, we often talk about “low bar” and “high bar” offers. The bar in either case is the level of time, effort, and commitment required of the prospect or person registering for said offer. So, for example, on a spectrum from low to high: * a… Read More

email landing pages

Should You Use the Same Landing Page for Email and Online Ads?

A client asks: “Can I use the landing page from an email campaign for online ads, say: search or LinkedIn, if it’s promoting the same asset?” My response: In short: no. There’s an appeal to the economies of using one landing page across multiple channels, but the requirements are very… Read More