Is your lead generation email ready for primetime? Measure it against these 5 criteria before hitting “send.” 1. Get to the Point. By the time your reader is done with the first paragraph, does he or she know what the offer is, why he/she wants it, and how to get it? If you’re making people [...]
By Howard Sewell
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Also posted in B2B Marketing, Demand Generation, E-mail, email design, email marketing, lead generation
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Tagged b2b demand generation, B2B email marketing, b2b lead generation, email creative, email design, litmus
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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, Copywriting, 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.
