Category Archives: Campaign Strategy

New Report Confirms Immaturity of Most Marketing Automation Deployments

May 14, 2012 – 12:35 pm

A new report from Forrester Consulting, commissioned by marketing automation provider Silverpop, offers little in the way of groundbreaking insights, but does provide plenty of data confirming what most already know: that many companies are failing to realize the true potential from their investments in marketing automation. In the report, “Automation: Redefining Marketing’s Game Plan,” [...]

By Howard Sewell | Also posted in B2B Marketing, Campaign Measurement, Campaign Planning, email marketing, Installed Base Marketing, Lead Management, Lead Nurturing, Marketing Automation | Tagged , , , , , , , , , , | Comments (0)

How to Reduce Unsubscribes Using Subscription Management

April 30, 2012 – 4:00 pm

I’ve written previously in this space about how to reduce unsubscribes by giving prospects and customers the option to update their contact information rather than forcing them to opt out of email entirely. A further strategy for minimizing unsubscribes is to employ subscription management, a technique in which you, as the publisher, give the wannabe [...]

By Howard Sewell | Also posted in B2B Marketing, CRM, Database Marketing, Demand Generation, email marketing, Email Newsletters, Installed Base Marketing, Interactive Design, Landing Pages, Lead Management, Lead Nurturing, Marketing Automation, Marketo | Tagged , , , , , , , | Comments (0)

“Fortune 500 CIO” is Not a Target Market – A Conversation with Bob Wright

April 13, 2012 – 7:35 am

I’ve had the pleasure of watching Bob Wright conduct messaging workshops with clients, and there is no-one better in my view at helping companies hone their message and strategy. Bob has worked with more than 100 technology companies during his career, and is currently Managing Director at Firebrick Consulting, a firm devoted to helping technology [...]

By Howard Sewell | Also posted in B2B Marketing, Demand Generation | Tagged , , , , , , | Comments (0)

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 [...]

By Howard Sewell | Also posted in B2B Marketing, blog marketing, Blogs, Campaign Measurement, 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 [...]

By Howard Sewell | Also posted in B2B Marketing, Demand Generation, email design, email marketing, Event Promotion, Webinar Invitations, Webinars | Tagged , , , , , , , | Comments (0)