I’ve written previously in this space about how to reduce unsubscribes by giving prospects and customers the option to update their contact information rather than forcing them to opt out of email entirely. A further strategy for minimizing unsubscribes is to employ subscription management, a technique in which you, as the publisher, give the wannabe [...]
By Howard Sewell
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Also posted in B2B Marketing, Campaign Strategy, Database Marketing, Demand Generation, email marketing, Email Newsletters, Installed Base Marketing, Interactive Design, Landing Pages, Lead Management, Lead Nurturing, Marketing Automation, Marketo
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Tagged email marketing, marketo, Marketo consultant, marketo landing pages, Marketo partner, Noetix, reducing unsubscribes, subscription management
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September 6, 2011 – 8:55 am
When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. That was the experience for iDirect, a leading provider of satellite IP communications based in Herndon, Virginia. Using satellite technology for internet connectivity has particular appeal for companies with operations in remote, hard-to-reach locations, so it’s no [...]
By Howard Sewell
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Also posted in B2B Marketing, Campaign Measurement, Database Marketing, Installed Base Marketing, Lead Management, Lead Nurturing, Marketing Automation
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Tagged idirect, Lead Management, Lead Nurturing, Marketing Automation, marketo, Spear Marketing Group
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October 26, 2010 – 12:51 pm
Recently, Lauren Carlson of research site Software Advice wrote a very perceptive and timely piece entitled “Tailwinds for Marketing Automation Software” about the broader market trends that, in her view, are driving the increased adoption of marketing automation technology. Two of the key trends she identifies include (I’m paraphrasing): * increasing rejection of phone communication [...]
Salesforce.com is a dominant player in the CRM category and an integral part of many companies’ lead management, database marketing, and demand generation programs. Yet in my experience marketers often have a love-hate relationship with Salesforce, a tool originally designed for salespeople that now, like it or not, has become a critical part of the [...]
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.
