Author Archives: Howard Sewell

3 Ways to Make Your Corporate Blog’s Sidebar Work Harder

March 29, 2012 – 5:04 pm

Want a simple way to have your corporate blog show measurable results? Take a hard look at your sidebar. Here are 3 techniques guaranteed to make an impact: 1. Promote subscriptions prominently. Capturing new subscribers is one of the most efficient ways to convert random visitors into loyal readers that you can nurture over time [...]

Posted in B2B Marketing, blog marketing, Blogs, Campaign Measurement, Campaign Strategy, SEO, Social Media | Tagged , , , , , , | Comments (0)

Webinar Invitations: Sell the Event, Not the Product

March 20, 2012 – 11:29 am

Easily the #1 mistake that tech companies make when promoting Webinars is that they forget that they’re selling an event. In order for a prospect or customer to register for your event, it’s critical that your email invitation convince him/her that the benefits of attending the Webinar make the investment in time worthwhile. Unfortunately, many [...]

Posted in B2B Marketing, Campaign Strategy, Demand Generation, email design, email marketing, Event Promotion, Webinar Invitations, Webinars | Tagged , , , , , , , | Comments (0)

Think Your Inside Sales Team Has it Covered? Think Again.

March 12, 2012 – 9:08 am

I’ve made the case previously in this space how one of the easiest way to gain a quick return from any investment in marketing automation is to apply the technology towards more efficient and systematic follow-up to inbound leads. And yet, I’m finding in the course of our firm’s work that many companies don’t consider [...]

Posted in B2B Marketing, inside sales, Lead Management, Lead Nurturing, Marketing Automation | Tagged , , , , , , , | Comments (1)

Lead Scores Too High? Maybe They Need An Expiration Date.

February 27, 2012 – 9:38 am

In the early stages of a recent client engagement, it became apparent that the schema already in place to determine and assign lead scores was, well: broken. The most glaring symptom was the absurdly high scores: hundreds of contacts had lead scores of more than 1,000, even though the supposed threshold for a sales-ready lead [...]

Posted in B2B Marketing, Lead Management, Lead Nurturing, Marketing Automation, Sales 2.0 | Tagged , , , , , , , , | Comments (2)

Should I Remove Offer Content from My Website During a Campaign?

February 14, 2012 – 3:10 pm

A client asks: “If we’re planning on using a particular white paper as part of a lead generation campaign, or even for lead nurturing, is it a good idea to remove that same content asset from our main Website? I’m concerned about people bypassing the campaign and just downloading the paper from our site.” My [...]

Posted in B2B Marketing, Copywriting, Creative, Demand Generation, Interactive Design, Landing Pages, lead generation, Offer Strategy | Tagged , , , , | Comments (0)