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, CRM, 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, CRM, 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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November 15, 2010 – 11:39 am
Relevancy is one of the key factors in generating a consistent response from your lead nurturing emails: the more relevant your message to the reader’s job function, industry, interests, and stage in the selling cycle, the more likely he/she will be to respond The primary means of increasing relevancy is by utilizing segmentation, i.e. segmenting [...]
November 8, 2010 – 9:21 am
On Focus.com, Holly asks: “Does marketing automation work if I only have a cold list of records? How effective would using this cold list be?” My response: It’s true that most marketing automation implementations involve either customers or existing prospects – people with whom the company has had prior contact – but there’s no reason [...]
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 [...]
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.
