So you just launched a new white paper. How do you tweet about the content multiple times without seeming repetitive? Try factoids. Factoids are brief glimpses into the content on offer. They can be excerpts, but they also stand alone as facts or tips or news or opinion in their own right, even outside the [...]
October 14, 2009 – 8:30 am
Do search campaigns demand a different approach to offer strategy compared to other demand generation programs, say emails? Answer: yes. Remember, there are two fundamental truths about someone arriving at your landing page via a search ad: 1. He/she received very little information about your company in the ad (105 characters to be precise, including [...]
By Howard Sewell
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Posted in B2B Marketing, Demand Generation, Landing Pages, Offer Strategy, SEM, search marketing
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Also tagged b2b demand generation, b2b lead generation, paid search, PPC, search marketing, SEM
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September 1, 2009 – 8:55 pm
The Thank You Page is the forgotten child of online marketing. As the place to send prospects once they’ve filled out your registration form, most thank you pages host the content on offer, a Google conversion code, a link to the corporate Website, and little else. But is that a missed opportunity? Can thank you [...]
This issue comes up a lot with tech clients whose products don’t fit neatly into defined or established categories. A client writes (details changed to preserve confidentiality): “Our product is on demand health & wellness software for small businesses and we’re promoting it as a tool for improving productivity, claims prevention, reducing healthcare costs, etc. [...]
December 2, 2008 – 10:22 pm
On the heels of my earlier post about why B2B companies should make lead management and lead nurturing a key priority comes this fascinating article from DemandGen Report detailing a new survey from Aberdeen: “Lead Nurturing: The Secret to Successful Lead Generation.” Some of the key points to consider: * nurtured leads in Best-in-Class organizations [...]
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.
