September 16, 2010 – 11:14 am
I wrote recently in this space about the resurgence of direct mail as a viable outbound component to an integrated demand generation strategy. Most of that resurgence is due to the benefits of using direct mail on its own merits, but there’s another factor: the greatly diminished effectiveness of rented email lists. When the list [...]
By Howard Sewell
|
Also posted in B2B Marketing, Campaign Strategy, Direct Mail, E-mail, email marketing, lead generation, Lists
|
Tagged B2B Marketing, Direct Mail, direct marketing, email lists, email marketing, list rental
|
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
|
Also posted in B2B Marketing, Database Marketing, Demand Generation, Dimensional Mail, Direct Mail, Installed Base Marketing, Lead Management, Lead Nurturing
|
Tagged b2b demand generation, b2b lead generation, B2B Marketing, Direct Mail, direct marketing, direct marketing best practices, Lead Nurturing
|
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
|
Also posted in Campaign Measurement, Content marketing, Database Marketing, email marketing, Landing Pages, Lead Management, Lead Nurturing, Marketing Automation
|
Tagged b2b demand generation, b2b lead generation, Content marketing, landing page optimization, Lead Management, Lead Nurturing
|
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.
