Category Archives: Campaign Measurement

No Leads from Social Media? No Excuses.

November 16, 2011 – 1:22 pm

In a recent post, the folks over at Silicon Angle applied their usual insightful analysis to the results of an industry survey by marketing automation company Pardot, a survey that reports fully 42 percent of respondents (all B2B Marketers) have failed to generate any leads from their social media campaigns. At first blush, that number [...]

By Howard Sewell | Also posted in B2B Marketing, blog marketing, Blogs, Social Media, Web 2.0 | Tagged , , , , , , , , , | Comments (0)

Segmentation, Social Media Drive Lead Nurturing Success for iDirect

September 6, 2011 – 8:55 am

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. That was the experience for iDirect, a leading provider of satellite IP communications based in Herndon, Virginia. Using satellite technology for internet connectivity has particular appeal for companies with operations in remote, hard-to-reach locations, so it’s no [...]

By Howard Sewell | Also posted in B2B Marketing, CRM, Database Marketing, Installed Base Marketing, Lead Management, Lead Nurturing, Marketing Automation | Tagged , , , , , | Comments (0)

21 Tips & Other Impressions from the Marketo User Summit

October 14, 2010 – 10:56 pm

Earlier this week, Marketo, the marketing automation company, held its second ever user conference in San Francisco. As a Marketo agency partner, I attended along with colleagues from Spear Marketing Group to greet clients, talk shop, and hear how other companies – including Marketo themselves – are putting technology to use in the service of [...]

By Howard Sewell | Also posted in B2B Marketing, Content marketing, Database Marketing, Demand Generation, Lead Management, Lead Nurturing, Marketing Automation | Tagged , , , , , , | Comments (6)

What Response Rate Should I Expect From My Campaign?

October 7, 2010 – 12:55 pm

On Focus.com, Adam asks: ““What percentage success rate do people (expect from) direct mail campaigns? We (get) 7% response rate when marketing to existing customers and 2% to new customers.” My response: It’s a cop out, I know, but there is no right answer to this question or to its popular friend: “What’s a good [...]

By Howard Sewell | Also posted in B2B Marketing, Direct Mail, direct marketing, Lists | Tagged , , , , , | Comments (0)

Tempted to Do Away With Registration Forms? Think Again.

November 24, 2009 – 1:19 pm

A client asks: “Now that we have our marketing automation system in place, is it really necessary to use registration forms in our lead nurturing (follow-up) campaigns? After all, we already know who these people are, correct? If we offer them direct access to the content assets, we can still track their click-throughs and then [...]

By Howard Sewell | Also posted in Content marketing, Database Marketing, direct marketing, email marketing, Landing Pages, Lead Management, Lead Nurturing, Marketing Automation | Tagged , , , , , | Comments (5)