Tag Archives: Demand Generation

How Much Copy Do I Need On My Landing Page?

May 8, 2012 – 11:27 am

An effective landing page does two things, I would argue: 1) it validates the viewer’s decision to click on whatever ad it was that led him or her to the page in the first place, and 2) it closes the deal. The amount of copy that it takes to accomplish these tasks: make the reader [...]

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

How Big is Too Big? One Email Offer That’s Tough to Ignore.

April 19, 2012 – 1:09 pm

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 | Posted in B2B Marketing, Content marketing, Copywriting, Creative, Demand Generation, E-mail, email design, email marketing, Graphic Design, lead generation, Offer Strategy | Also tagged , , , , , , | Comments (0)

“Fortune 500 CIO” is Not a Target Market – A Conversation with Bob Wright

April 13, 2012 – 7:35 am

I’ve had the pleasure of watching Bob Wright conduct messaging workshops with clients, and there is no-one better in my view at helping companies hone their message and strategy. Bob has worked with more than 100 technology companies during his career, and is currently Managing Director at Firebrick Consulting, a firm devoted to helping technology [...]

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

Radian6 Email Campaign Hits the Mark

October 20, 2011 – 6:28 am

There’s a lot to like about the email below received last week from Radian6, makers of social media monitoring tools (and recently acquired by Salesforce.com.) Most notable: not once in the entire copy is the company or product mentioned. This is content marketing, pure and simple. What I like: 1. The headline: “Strategically Social: 5 [...]

By Howard Sewell | Posted in B2B Marketing, Content marketing, Copywriting, Creative, Demand Generation, E-mail, email design, email marketing, Social Media | Also tagged , , , , , , , | Comments (1)

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)