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
|
Also posted in B2B Marketing, Content marketing, Copywriting, Creative, Demand Generation, E-mail, email design, email marketing, lead generation, Offer Strategy
|
Tagged analyst reports, b2b demand generation, Callidus Software, CallidusCloud, Demand Generation, email copywriting, email design, email marketing
|
January 13, 2012 – 11:28 am
There’s a lot to like about the email campaign I received (image below) recently from Infusionsoft, a maker of sales and marketing automation software for small businesses. It’s not perfect by any stretch (the copy could use some improvement – more on that later) but many of the techniques on display are simple, straightforward best [...]
By Howard Sewell
|
Also posted in B2B Marketing, Content marketing, email design, email marketing, Interactive Design, Landing Pages, Lead Nurturing, Marketing Automation
|
Tagged b2b demand generation, B2B Marketing, email design, email marketing, Infusionsoft, Lead Nurturing
|
January 6, 2012 – 7:24 am
A well-designed resource library can be a key factor in converting Website visitors to measurable, actionable sales leads. Conversely, a poorly designed resource library is where old white papers go to die. At worst, resource centers can be tough to navigate and difficult to search, leaving visitors frustrated and only too happy to seek their [...]
By Howard Sewell
|
Also posted in Ad Agencies, B2B Marketing, Content marketing, Interactive Design, Landing Pages, Marketing Automation
|
Tagged Content marketing, marketo, Spear Marketing Group, web design, Web resource centers, Web resource libraries, Website design
|
December 21, 2011 – 9:44 am
Like any company this time of year, when we send out holiday cards to customers, friends, and partners we hope to show our appreciation to the people that make our work possible and also spread a little cheer along the way. But never did we expect our card to be described as “Best B2B Holiday [...]
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 [...]
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.
