As any regular reader of this space will know, I am a fierce evangelist for the “sell the offer, not the product” approach to B2B email creative. That approach rests on the assumption that by selling the value of whatever it is you’re offering the reader (a white paper, a Webinar, an ebook), and not [...]
By Howard Sewell
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Also posted in B2B Marketing, Content marketing, Copywriting, Creative, Demand Generation, email design, email marketing, Graphic Design, lead generation, Offer Strategy
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Tagged analyst reports, b2b demand generation, Callidus Software, CallidusCloud, Demand Generation, email copywriting, email design, email marketing
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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
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Also posted in B2B Marketing, Content marketing, Copywriting, Creative, Demand Generation, email design, email marketing, Social Media
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Tagged B2B Marketing, Content marketing, Copywriting, Demand Generation, email design, email marketing, graphic design, radian6, salesforce.com
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Is your lead generation email ready for primetime? Measure it against these 5 criteria before hitting “send.” 1. Get to the Point. By the time your reader is done with the first paragraph, does he or she know what the offer is, why he/she wants it, and how to get it? If you’re making people [...]
By Howard Sewell
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Also posted in B2B Marketing, Creative, Demand Generation, email design, email marketing, lead generation
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Tagged b2b demand generation, B2B email marketing, b2b lead generation, email creative, email design, litmus
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A client confessed recently that one of the reasons his company selected Marketo as a marketing automation provider was because he was so impressed by their marketing. His logic (presumably): if a technology provider is promising to help improve our marketing effectiveness, shouldn’t their own marketing reflect those same high standards? (Tangentially, I’d argue that [...]
December 28, 2010 – 9:49 am
If you’re in the, say: Widget Alignment business, you can be forgiven for thinking that your lead generation programs should be laser-focused on finding people who need their widgets aligned. From there, it’s a short and intuitive leap to simply asking people if they need their widgets aligned, or whether they’ve considered the benefits of [...]
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.
