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 [...]
I’ve written a number of times in this space about how to maximize response from email Webinar invitations. The campaign below from Parallels, a Swiss-based software company, provides a handy illustration of those techniques by displaying what key mistakes to avoid. For example: 1. Sell the offer, not the product. You don’t need to disguise [...]
By Howard Sewell
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Also posted in B2B Marketing, email design, email marketing, Event Promotion, Webinar Invitations
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Tagged b2b demand generation, b2b lead generation, B2B Marketing, Demand Generation, direct marketing, email design, email marketing, Webinar best practices, Webinar Invitations, Webinar tips
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October 7, 2008 – 7:21 pm
This guest post comes courtesy of Dave Dumanis, CDI Creative Director. Thanks Dave! There’s been a lot of talk in the news lately about putting cosmetics on farm animals. Naturally, this made me think of lead generation. No connection, you say? Consider this: Most lead generation campaigns are just internal strategy or positioning statements with [...]
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.
