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What defines great marketing content? Now that most marketing departments are tasked with also being content publishers, is it too much to ask that marketing content also persuade customers to buy? Or is it enough that the material simply generates response? To answer these questions, I sat down recently with… Read More
Note: this event is now available for listening on-demand via the Spear Website. Join me and a select group of expert panelists on June 16, 2011 at 11 AM PT / 2 PM ET as we explore strategies for hosting, presenting, and marketing a successful Webinar. The 45-minute teleconference is… Read More
Congratulations. A prospect just responded to one of your marketing emails, filled out the registration form, and wants the free white paper you offered. There are three basic ways to fulfill that offer content: 1. Direct the reader to a thank you page containing a link to the content. 2…. Read More
Can a campaign about how to improve email design be a prime example of how NOT to design an email? If it’s the campaign below, received this week from Lyris, an email marketing software company, the answer is (in the view of this blogger): yes. Let’s start with the subject… Read More
In the final part of my podcast with Steve Farnsworth of Jolt Social Media, we discuss offer strategy for social media, lead generation, and lead nurturing, and the role of marketing automation in converting raw inquiries to qualified prospects and opportunities. In just 9 minutes, you’ll learn: • how to… Read More
Good video content engages customers and prospects like no white paper or webinar can. Videos are easily accessible at any time, from any place, and adapt readily to mobile devices. And integrating video content into a campaign microsite or lead nurturing program is an effective way to add spark and… Read More
Recently, a client sent us results of a focus group they had conducted, results that included an evaluation of direct mail concepts we’re developing for one of their products. As part of the research, the client interviewed a number of small business decision-makers and asked for their opinions of the… Read More