August 24, 2010 – 5:28 pm
The email below from marketing automation vendor Eloqua is part of one of those rare B2B campaigns that combines email marketing best practices with an impeccably executed creative concept. In the process, what is otherwise a fairly straightforward “get your free report” lead nurturing program is elevated to a degree that allows it to really [...]
August 19, 2010 – 5:52 pm
When it comes to banner ads and online advertising in general, I will confess a prejudice for clean and simple. Multiple frames, flash animation – they may look cool but in my view they’re more often a distraction to the reader, and a crutch for copy that was too long in the first place. So [...]
August 17, 2010 – 6:41 pm
Pop Quiz! Direct Mail is: a) more expensive than email b) quaintly old-fashioned c) regaining popularity in B2B circles d) often overlooked as an effective way to reach customers and prospects. Answer: (e) all of the above. Yet many B2B marketers continue to be allergic to the idea of using direct mail, simply because it [...]
Posted in B2B Marketing, Database Marketing, Demand Generation, Dimensional Mail, Direct Mail, Installed Base Marketing, Lead Management, Lead Nurturing, direct marketing
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Tagged b2b demand generation, b2b lead generation, B2B Marketing, Direct Mail, direct marketing, direct marketing best practices, Lead Nurturing
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Last week I was interviewed by BtoB Magazine for an article, “Webinars: Are They Worth It?” that appeared online today. The article contains some valuable insights on where Webinars fit in today’s B2B demand generation mix, and is definitely worth a read. As always, however, only a fraction of my original conversation made its way [...]
Salesforce.com is a dominant player in the CRM category and an integral part of many companies’ lead management, database marketing, and demand generation programs. Yet in my experience marketers often have a love-hate relationship with Salesforce, a tool originally designed for salespeople that now, like it or not, has become a critical part of the [...]
Posted in B2B Marketing, CRM, Database Marketing, Demand Generation, Installed Base Marketing, Lead Management, Lead Nurturing, Marketing Automation
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Tagged CRM, Lead Management, Marketing Automation, salesforce.com
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Howard J. Sewell is president of Spear Marketing Group and a B2B marketing veteran with more than two decades' experience in direct marketing, demand generation, and lead management.
