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
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Posted in B2B Marketing, Database Marketing, Demand Generation, Dimensional Mail, Direct Mail, direct marketing, Installed Base Marketing, Lead Management, Lead Nurturing
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Also tagged b2b demand generation, b2b lead generation, B2B Marketing, Direct Mail, direct marketing, Lead Nurturing
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It used to be said that the average US business mailing address (snail mail) changes once every 9 months. (That’s individuals moving, not companies.) Fast-forward to today’s highly mobile workforce, where people change jobs like the proverbial underwear, throw in a volatile economy, and more than one-third of the email addresses in your marketing database [...]
By Howard Sewell
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Posted in B2B Marketing, E-mail, email design, email marketing, Lead Management, Lead Nurturing, Marketing Automation
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Also tagged b2b demand generation, b2b lead generation, B2B Marketing, Demand Generation, E-mail, e-mail marketing, email design, email marketing, lead generation, Lead Management, Lead Nurturing, Marketing Automation, marketo
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February 10, 2010 – 8:36 pm
Marketing pundits have been proclaiming that direct mail is making a comeback ever since I first cut my teeth in direct marketing back in the late 80s. I can only report that whereas the heady days of mail are long gone, far more B2B clients are utilizing direct mail today compared to say, five years [...]
January 9, 2009 – 3:48 am
Check out another great article from DemandGen Report (and not just because I’m quoted) on how B2B marketers should adapt their demand generation strategy to the new economic climate. Key takeaways: * Focus media strategy on finding the people who are buying now * Craft offers that mitigate risk for the responder * Focus your [...]
By Howard Sewell
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Posted in B2B Marketing, Demand Generation, direct marketing, lead generation, Lead Management, Lead Nurturing, Marketing Automation, Offer Strategy
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Also tagged b2b demand generation, B2B Marketing, Demand Generation, direct marketing, Lead Management, Lead Nurturing, Marketing Automation, marketing strategy
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The following post comes courtesy of guest blogger, CDI Creative Director Dave Dumanis (thanks Dave!): In demand generation, we have this phenomenon called best practices. In other fields, they’d be called rules, or guidelines. They’re pieces of information or advice that, if closely followed, can boost our odds: frequent calls to action, selling the offer [...]
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.
