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 [...]
April 30, 2009 – 11:30 pm
Sometimes it pays to look outside your normal circle of peers for inspiration. Here’s a postcard I received recently from the Washington State Department of Fish & Wildlife. What do fishing licenses have to do with B2B demand generation? Not much. But the very fundamental direct marketing principles on display here (beautifully executed, I might [...]
December 30, 2008 – 7:03 pm
Like many other Silicon Valley companies, VMware, a global leader in virtualization technology, hosts a high-profile, invitation-only “sales club” event each year to reward members of their sales team who attain specific performance milestones. Attending “Club” is a badge of distinction for the 300 reps who qualify, and a unique reward for the individuals and [...]
By Howard Sewell
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Also posted in B2B Marketing, Dimensional Mail, Direct Mail, Direct Marketing Agencies, Event Promotion, Integrated Marketing, Sales Promotion
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Tagged Dimensional Mail, Direct Mail, Event Promotion, Integrated Marketing, Sales Promotion
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October 10, 2008 – 12:29 am
A few weeks back I savaged a Webinar invitation from Oracle, so it seems only fair that I critique an e-mail recently received from one of Oracle’s main competitors, SAP. Oracle’s e-mail was ostensibly promoting an event; the SAP campaign is promoting … well, I’m not really sure. That’s because it contains three (3) distinct [...]
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.
