August 17, 2010 – 6:41 pm
Pop Quiz! Direct Mail is: a) more expensive than email b) quaintly old-fashioned c) regaining popularity in B2B circles d) often overlooked as an effective way to reach customers and prospects. Answer: (e) all of the above. Yet many B2B marketers continue to be allergic to the idea of using direct mail, simply because it [...]
By Howard Sewell
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Also posted in B2B Marketing, Database Marketing, Demand Generation, Dimensional Mail, Direct Mail, Installed Base Marketing, Lead Management, Lead Nurturing
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Tagged b2b demand generation, b2b lead generation, B2B Marketing, Direct Mail, direct marketing, direct marketing best practices, Lead Nurturing
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Last week I was interviewed by BtoB Magazine for an article, “Webinars: Are They Worth It?” that appeared online today. The article contains some valuable insights on where Webinars fit in today’s B2B demand generation mix, and is definitely worth a read. As always, however, only a fraction of my original conversation made its way [...]
February 10, 2010 – 8:36 pm
Marketing pundits have been proclaiming that direct mail is making a comeback ever since I first cut my teeth in direct marketing back in the late 80s. I can only report that whereas the heady days of mail are long gone, far more B2B clients are utilizing direct mail today compared to say, five years [...]
November 24, 2009 – 1:19 pm
A client asks: “Now that we have our marketing automation system in place, is it really necessary to use registration forms in our lead nurturing (follow-up) campaigns? After all, we already know who these people are, correct? If we offer them direct access to the content assets, we can still track their click-throughs and then [...]
By Howard Sewell
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Also posted in Campaign Measurement, Content marketing, Database Marketing, Landing Pages, Lead Management, Lead Nurturing, Marketing Automation, email marketing
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Tagged b2b demand generation, b2b lead generation, Content marketing, landing page optimization, Lead Management, Lead Nurturing
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November 9, 2009 – 9:03 am
Granted, I’m already sold on the value of Web conferencing, but even then, the email below from Citrix (makers of GoToMeeting) leaves me thoroughly underwhelmed. First, there’s the leading candidate for Most Frequently Used Email Opening of 2009: “In these challenging economic times …” Then there’s a string of lukewarm benefits that really say nothing [...]
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.
