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
|
Posted in B2B Marketing, Database Marketing, Demand Generation, Dimensional Mail, Direct Mail, Installed Base Marketing, Lead Management, Lead Nurturing, direct marketing
|
Also tagged b2b demand generation, b2b lead generation, B2B Marketing, Direct Mail, direct marketing best practices, Lead Nurturing
|
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
|
Posted in B2B Marketing, Copywriting, Event Promotion, Webinar Invitations, email design, email marketing
|
Also tagged b2b demand generation, b2b lead generation, B2B Marketing, Demand Generation, email design, email marketing, Webinar Invitations
|
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 [...]
September 17, 2009 – 12:24 pm
Newly updated, revised, and now available for the first time in convenient ebook format: The High Tech Direct Marketing Handbook. Download your free copy here. This is the 5th edition of the handbook, a compilation of 65+ tips and techniques on direct marketing strategy, creative, offers, media, and just about everything in between. Here’s some [...]
April 21, 2009 – 12:25 am
DM News, the venerable tabloid that I remember reading while cutting my direct marketing teeth back at Oracle in the late 1980s, is switching from a weekly to bi-weekly publication schedule. This prompted a discussion on LinkedIn wondering if the change augured tougher times ahead for direct marketers. On the contrary: after almost 20 years [...]
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.
