Category Archives: Demand Generation

7 Tips for a Successful PPC Landing Page

January 25, 2012 – 8:14 am

Where do most paid search (PPC) campaigns succeed or fail? Though it’s typical for marketers to invest more time and legwork in the mechanics of search (keywords, bid strategy, campaign structure), I’d argue that the majority of PPC campaigns are won or lost at the close: the landing page. The rewards from making even slight [...]

By Howard Sewell | Also posted in B2B Marketing, Inbound marketing, Landing Pages, lead generation, search marketing, SEM | Tagged , , , , , | Comments (3)

Information Kits: Packaging Offer Content for Higher Response

December 23, 2011 – 10:05 am

For most B2B marketers, information offers like white papers, case studies, and analyst reports strike an effective balance between response rate and lead qualification. Compared to a Webinar, for example, they require little time and commitment on the part of the prospect, yet if written, titled, and positioned carefully, can serve to generate leads that [...]

By Howard Sewell | Also posted in B2B Marketing, Campaign Strategy, Content marketing, Offer Strategy | Tagged , , , , | Comments (0)

Email Lists: Should You Rent or Buy?

December 16, 2011 – 7:16 am

It was only a few years ago that I would have told any client who asked (and many did) that it was never a good idea to purchase an email list, and that moreover, any list of email addresses that was available for purchase was by definition compiled through nefarious means and not worth the [...]

By Howard Sewell | Also posted in B2B Marketing, email marketing, Lead Nurturing, Lists, Uncategorized | Tagged , , , , | Comments (1)

Radian6 Email Campaign Hits the Mark

October 20, 2011 – 6:28 am

There’s a lot to like about the email below received last week from Radian6, makers of social media monitoring tools (and recently acquired by Salesforce.com.) Most notable: not once in the entire copy is the company or product mentioned. This is content marketing, pure and simple. What I like: 1. The headline: “Strategically Social: 5 [...]

By Howard Sewell | Also posted in B2B Marketing, Content marketing, Copywriting, Creative, E-mail, email design, email marketing, Social Media | Tagged , , , , , , , , | Comments (1)

Forget About Hot Leads. It’s Cold Leads that Make the Difference.

September 29, 2011 – 9:17 am

When sales teams need marketing to help them make their numbers, the natural response is to go fishing for hot leads. However, as I wrote previously in a white paper on “Lead Recycling,” focusing demand generation activity exclusively on acquiring net new, qualified leads is an expensive proposition for a number of reasons: • many [...]

By Howard Sewell | Also posted in B2B Marketing, Lead Management, Lead Nurturing, Marketing Automation | Tagged , , , , , , , | Comments (3)