Category Archives: Installed Base Marketing

New Report Confirms Immaturity of Most Marketing Automation Deployments

May 14, 2012 – 12:35 pm

A new report from Forrester Consulting, commissioned by marketing automation provider Silverpop, offers little in the way of groundbreaking insights, but does provide plenty of data confirming what most already know: that many companies are failing to realize the true potential from their investments in marketing automation. In the report, “Automation: Redefining Marketing’s Game Plan,” [...]

By Howard Sewell | Also posted in B2B Marketing, Campaign Measurement, Campaign Planning, Campaign Strategy, email marketing, Lead Management, Lead Nurturing, Marketing Automation | Tagged , , , , , , , , , , | Comments (0)

How to Reduce Unsubscribes Using Subscription Management

April 30, 2012 – 4:00 pm

I’ve written previously in this space about how to reduce unsubscribes by giving prospects and customers the option to update their contact information rather than forcing them to opt out of email entirely. A further strategy for minimizing unsubscribes is to employ subscription management, a technique in which you, as the publisher, give the wannabe [...]

By Howard Sewell | Also posted in B2B Marketing, Campaign Strategy, CRM, Database Marketing, Demand Generation, email marketing, Email Newsletters, Interactive Design, Landing Pages, Lead Management, Lead Nurturing, Marketing Automation, Marketo | Tagged , , , , , , , | Comments (0)

Segmentation, Social Media Drive Lead Nurturing Success for iDirect

September 6, 2011 – 8:55 am

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. That was the experience for iDirect, a leading provider of satellite IP communications based in Herndon, Virginia. Using satellite technology for internet connectivity has particular appeal for companies with operations in remote, hard-to-reach locations, so it’s no [...]

By Howard Sewell | Also posted in B2B Marketing, Campaign Measurement, CRM, Database Marketing, Lead Management, Lead Nurturing, Marketing Automation | Tagged , , , , , | Comments (0)

Gmail Priority Inbox: the Death Knell for Email as Lead Generation?

September 8, 2010 – 5:37 pm

This month, Google released a new feature called Priority Inbox, designed to help Gmail users better cope with email overload by automatically determining which emails are most important to the recipient. For example, messages sent from people that you typically respond to immediately will receive special attention and preferential placement, as will emails sent to [...]

By Howard Sewell | Also posted in B2B Marketing, email marketing, Inbound marketing, lead generation, Lead Management, Uncategorized | Tagged , , , , , | Comments (0)

5 Ways To Incorporate Direct Mail Into Your Marketing Mix

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, direct marketing, Lead Management, Lead Nurturing | Tagged , , , , , , | Comments (1)