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, Lead Management, Lead Nurturing, Marketing Automation, email design, email marketing
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Also tagged b2b demand generation, b2b lead generation, B2B Marketing, Demand Generation, direct marketing best practices, E-mail, e-mail marketing, email design, email marketing, Lead Management, Lead Nurturing, Marketing Automation, marketo
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September 28, 2009 – 7:06 am
1. Title your posts for Google and Twitter. Forget nuance. If your blog post showed up in a Google listing, would someone click on it? Is it short (well short of 140 characters) so that someone can easily retweet it without editing? Does it immediately communicate, in specific, tangible terms, what the reader will learn? [...]
August 10, 2009 – 9:37 am
When marketing automation vendor Marketo released their “Definitive Guide to Lead Nurturing” last week they knew pretty quickly they had a hit on their hands. Within 6 hours, 1,000 people had registered and downloaded the guide. Think about it: that’s 1,000 sales leads (and make no mistake, that’s what they are) in less than a [...]
By Howard Sewell
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Posted in B2B Marketing, Content Syndication, Content marketing, Demand Generation, Inbound marketing, Lead Nurturing, SEM, White Paper Syndication, White Papers, lead generation
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Also tagged b2b demand generation, b2b lead generation, B2B Marketing, Content marketing, Content Syndication, Demand Generation, Lead Nurturing, marketo
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An average conversion rate for a B2B landing page, if you believe the people who claim to measure such things, is around 4 percent. Conversion rates for organic traffic to a corporate Website may be as high as 10 percent or more. But even at those lofty standards, fully 90 percent of Web visitors remain [...]
By Howard Sewell
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Posted in B2B Marketing, Demand Generation, Landing Pages, Lead Management, Lead Nurturing, Marketing Automation, direct marketing, lead generation
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Also tagged b2b demand generation, Demand Generation, demandbase, marketo
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April 30, 2009 – 11:30 pm
Sometimes it pays to look outside your normal circle of peers for inspiration. Here’s a postcard I received recently from the Washington State Department of Fish & Wildlife. What do fishing licenses have to do with B2B demand generation? Not much. But the very fundamental direct marketing principles on display here (beautifully executed, I might [...]
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.
