Category Archives: Installed Base Marketing

TechValidate: Marketing Content that Writes Itself

September 9, 2009 – 11:54 am

What single hurdle keeps B2B marketers from achieving the best possible results from inbound marketing, social media, and lead nurturing? It’s content. (Or rather, it’s LACK of content.) Without a consistent stream of compelling, original, relevant information to offer, landing pages fail to convert visitors to leads, blogs wither, and lead nurturing programs are a [...]

By Howard Sewell | Also posted in B2B Marketing, Content marketing, Database Marketing, Lead Management, Lead Nurturing, Marketing Automation, Social Media | Tagged , , , , | Comments (5)

Generating Blog Traffic (and Leads) Using Email Subscriptions

May 28, 2009 – 10:59 am

Either by the time you read this (or, if not, soon thereafter) this blog will have undergone a design facelift, its first since we launched it two years ago in April 2007. The new design is in sync with a similar upgrade of the monthly bulletin that goes out to all of you who subscribe [...]

By Howard Sewell | Also posted in B2B Marketing, Blogs, E-mail, Lead Management, Lead Nurturing, Marketing Automation, RSS, Social Media | Tagged , , , , | Comments (4)

How Often Should I Email My Database?

May 13, 2009 – 1:17 pm

A client writes: “What’s best practice in terms of how many times per month you hit each key contact in your database?” This is becoming a common question, driven in part by the trend in B2B towards more proactive lead nurturing and the rapid adoption of marketing automation systems. Suddenly, companies have the tools at [...]

By Howard Sewell | Also posted in Blogs, Database Marketing, E-mail, Lead Management, Lead Nurturing, Marketing Automation | Tagged , , | Comments (6)

ConnectAndSell: Novel Solution for Increasing Sales Efficiency

April 22, 2009 – 10:51 pm

If part of your lead generation or lead nurturing strategy involves outbound sales calls, then you already know one of the key metrics critical to sales productivity is connection rate – i.e. the percentage of dials that result in live conversations. Typical B2B connection rates range from 15 to 30 percent, which means that 70 [...]

By Howard Sewell | Also posted in B2B Marketing, Cold Calling, Demand Generation, inside sales, Lead Management, Lead Nurturing, Sales 2.0 | Tagged , , , , , , , | Comments (2)

Friend Me? No Thanks.

March 5, 2009 – 6:19 pm

Companies are tying themselves in knots trying to figure out how to best leverage Facebook for driving customer engagement. The core obstacle, of course, is that Facebook is ultimately a network designed for connecting friends, not customers. Here’s an example of one organization, a credit union, trying their darndest to negotiate their way around the [...]

By Howard Sewell | Also posted in E-mail, Social Media | Tagged , , , | Comments (1)