October 20, 2011 – 6:28 am
There’s a lot to like about the email below received last week from Radian6, makers of social media monitoring tools (and recently acquired by Salesforce.com.) Most notable: not once in the entire copy is the company or product mentioned. This is content marketing, pure and simple. What I like: 1. The headline: “Strategically Social: 5 [...]
By Howard Sewell
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Also posted in B2B Marketing, Content marketing, Creative, Demand Generation, E-mail, email design, email marketing, Social Media
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Tagged B2B Marketing, Content marketing, Copywriting, Demand Generation, email design, email marketing, graphic design, radian6, salesforce.com
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A client asks: “On every registration form, we give prospects the option to request contact from a sales rep. Is that even worthwhile when we’re going to call everyone anyway? If it is a good idea, what should the verbiage be? Currently the form reads: [Yes/No radio button] I would like to have a sales [...]
By Howard Sewell
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Also posted in B2B Marketing, Creative, Graphic Design, Landing Pages, Marketing Automation
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Tagged landing page design, Landing Pages, lead follow-up, lead qualification, lead scoring, Marketing Automation, registration forms
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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 messaging expert Michael Cannon to [...]
December 28, 2010 – 9:49 am
If you’re in the, say: Widget Alignment business, you can be forgiven for thinking that your lead generation programs should be laser-focused on finding people who need their widgets aligned. From there, it’s a short and intuitive leap to simply asking people if they need their widgets aligned, or whether they’ve considered the benefits of [...]
As data sheets go, the design below from Ektron, a New Hampshire-based developer of CMS (Content Management System) software, has its merits. Unfortunately, it’s not a data sheet, it’s an email, and on that score, it breaks virtually every rule in the book. Let me count the ways. 1. Not seen in this image is [...]
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.
