Tag Archives: b2b demand generation

5 Best Practices You Can Borrow From This Email Campaign

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 | Posted in B2B Marketing, Content marketing, email design, email marketing, Graphic Design, Interactive Design, Landing Pages, Lead Nurturing, Marketing Automation | Also tagged , , , , | Comments (0)

Information Kits: Packaging Offer Content for Higher Response

December 23, 2011 – 10:05 am

For most B2B marketers, information offers like white papers, case studies, and analyst reports strike an effective balance between response rate and lead qualification. Compared to a Webinar, for example, they require little time and commitment on the part of the prospect, yet if written, titled, and positioned carefully, can serve to generate leads that [...]

By Howard Sewell | Posted in B2B Marketing, Campaign Strategy, Content marketing, Demand Generation, Offer Strategy | Also tagged , , , | Comments (0)

No Leads from Social Media? No Excuses.

November 16, 2011 – 1:22 pm

In a recent post, the folks over at Silicon Angle applied their usual insightful analysis to the results of an industry survey by marketing automation company Pardot, a survey that reports fully 42 percent of respondents (all B2B Marketers) have failed to generate any leads from their social media campaigns. At first blush, that number [...]

By Howard Sewell | Posted in B2B Marketing, blog marketing, Blogs, Campaign Measurement, Social Media, Web 2.0 | Also tagged , , , , , , , , | Comments (0)

Forget About Hot Leads. It’s Cold Leads that Make the Difference.

September 29, 2011 – 9:17 am

When sales teams need marketing to help them make their numbers, the natural response is to go fishing for hot leads. However, as I wrote previously in a white paper on “Lead Recycling,” focusing demand generation activity exclusively on acquiring net new, qualified leads is an expensive proposition for a number of reasons: • many [...]

By Howard Sewell | Posted in B2B Marketing, Demand Generation, Lead Management, Lead Nurturing, Marketing Automation | Also tagged , , , , , , | Comments (3)

Should I Remove Offer Content from My Website if It’s Part of a Campaign?

August 18, 2011 – 7:16 am

A client asks: “If we’re offering a white paper as part of an upcoming campaign, should we remove it from our Website for the duration, especially if it’s ungated?” As demand generation marketers, no matter how skillfully we construct a clear, unambiguous, unfettered path to our precious content, some prospects will still go out of [...]

By Howard Sewell | Posted in B2B Marketing, Content marketing, Demand Generation, direct marketing, Landing Pages, lead generation | Also tagged , , , | Comments (0)