Category Archives: Campaign Strategy

what's working in B2B marketing

The Myth of “What’s Working” in B2B Marketing

In the agency business, clients look to us, naturally enough, for advice on what’s working in the marketplace, on the assumption that an agency’s collective experience, providing it aligns with a client’s market or product category, can bring real world insight to bear against important decisions relating to topics like… Read More

high bar offers

High Bar Offers: Why Your Campaign May Be Asking Too Much

In the demand generation business, we often talk about “low bar” and “high bar” offers. The bar in either case is the level of time, effort, and commitment required of the prospect or person registering for said offer. So, for example, on a spectrum from low to high: * a… Read More

email landing pages

Should You Use the Same Landing Page for Email and Online Ads?

A client asks: “Can I use the landing page from an email campaign for online ads, say: search or LinkedIn, if it’s promoting the same asset?” My response: In short: no. There’s an appeal to the economies of using one landing page across multiple channels, but the requirements are very… Read More

competitive campaign

Tips for a Successful Competitive Campaign

It’s a perennial fixture in any marketer’s calendar that, every so often, the boss will decide that it’s time to drop the proverbial gloves and go after the competition. There are many, legitimate reasons for why it may make sense to mount a concerted, integrated campaign to target a competitor’s… Read More

subject line testing

10 Great Ideas for Your Next Subject Line Test

Subject line testing is that one email best practice that all B2B marketers know is a good idea, and yet very few of us do it consistently. The common excuse is time: when you’re under the gun to get that Webinar invitation out by next week, the last thing you… Read More