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 [...]
I’ve written a number of times in this space about how to maximize response from email Webinar invitations. The campaign below from Parallels, a Swiss-based software company, provides a handy illustration of those techniques by displaying what key mistakes to avoid. For example: 1. Sell the offer, not the product. You don’t need to disguise [...]
By Howard Sewell
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Also posted in B2B Marketing, Copywriting, Event Promotion, email design, email marketing
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Tagged b2b demand generation, b2b lead generation, B2B Marketing, Demand Generation, direct marketing, email design, email marketing, Webinar Invitations
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There are many things that work well in the Webinar invitation below from Salesforce.com, but one of my favorite elements is the smallest: the link at the top left corner that reads: “View on a PDA.” Click and you’re linked to a hosted, plain text, narrow-column version of the same message.
If you’ve ever developed, produced or promoted Webinars, you know they can be very labor-intensive (and stress-inducing) campaigns when managed in-house. Not including the cost of the actual technology (e.g. WebEx, audio) and developing the presentation content itself, how much would you pay for an agency or events company to manage the entire Webinar process [...]
January 16, 2009 – 5:19 pm
From LinkedIn: “Regarding offers, I’ve always thought it best to keep to one per tactic, otherwise you’ll lower your offer’s responses because someone will inevitably click on the other offer. But from a ‘lead lifecycle/nurturing’ perspective, it doesn’t really matter whether they respond to your webinar offer or whitepaper offer, as long as they respond. [...]
By Howard Sewell
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Also posted in 1, B2B Marketing, Demand Generation, Lead Management, Lead Nurturing, Marketing Automation, Offer Strategy, Webinars
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Tagged Lead Management, Lead Nurturing, Marketing Automation, Offer Strategy, Webinars
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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.
