December 23, 2011 – 10:05 am
For most B2B marketers, information offers like white papers, case studies, and analyst reports strike an effective balance between response rate and lead qualification. Compared to a Webinar, for example, they require little time and commitment on the part of the prospect, yet if written, titled, and positioned carefully, can serve to generate leads that [...]
September 16, 2010 – 11:14 am
I wrote recently in this space about the resurgence of direct mail as a viable outbound component to an integrated demand generation strategy. Most of that resurgence is due to the benefits of using direct mail on its own merits, but there’s another factor: the greatly diminished effectiveness of rented email lists. When the list [...]
By Howard Sewell
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Also posted in B2B Marketing, Direct Mail, direct marketing, E-mail, email marketing, lead generation, Lists
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Tagged B2B Marketing, Direct Mail, direct marketing, email lists, email marketing, list rental
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December 2, 2008 – 12:49 am
No, nothing of the sort. But let’s face it – times are tight, budgets are tighter, and companies we talk to are all looking for ways to make their marketing investment go further. Here then, are some recommendations for how and where to spend today’s demand generation dollars for greatest effect. Let me suggest a [...]
By Howard Sewell
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Also posted in B2B Marketing, Blogs, Campaign Measurement, direct marketing, Google AdWords, Landing Pages, lead generation, Lead Management, Lead Nurturing, Marketing Automation, SEM
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Tagged landing page optimization, Lead Management, Lead Nurturing, Marketing Automation, paid search, SEM
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September 8, 2008 – 6:52 pm
Jon Miller at Marketo wrote an interesting post (“Demand Generation Quiz: How Good Are You?”) for his blog this week that featured 14 questions designed to help determine whether a company is ripe for marketing automation. There’s some great material here, particularly for marketers trying to build a business case for automated lead management, or [...]
August 24, 2008 – 2:43 pm
Anne Holland of Marketing Sherpa, someone for whom I have a great deal of respect, says brand should win, every time: My response to Anne: “Brand should always win …”? As a dyed-in-the-wool A/B tester, I respectfully say: absolutely not. What’s the purpose of an effective brand if not to win business, to enhance business [...]
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.
