January 6, 2012 – 7:24 am
A well-designed resource library can be a key factor in converting Website visitors to measurable, actionable sales leads. Conversely, a poorly designed resource library is where old white papers go to die. At worst, resource centers can be tough to navigate and difficult to search, leaving visitors frustrated and only too happy to seek their [...]
By Howard Sewell
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Posted in Ad Agencies, B2B Marketing, Content marketing, Graphic Design, Interactive Design, Landing Pages, Marketing Automation
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Also tagged Content marketing, marketo, web design, Web resource centers, Web resource libraries, Website design
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December 21, 2011 – 9:44 am
Like any company this time of year, when we send out holiday cards to customers, friends, and partners we hope to show our appreciation to the people that make our work possible and also spread a little cheer along the way. But never did we expect our card to be described as “Best B2B Holiday [...]
November 28, 2011 – 8:54 am
The demise of email newsletters as an effective B2B marketing tactic has been, to paraphrase Mr. Twain, grossly exaggerated. In fact, email newsletters can be a critical part of an ongoing lead nurturing strategy. At minimum, a well-crafted newsletter serves to break up what would otherwise be an unending sequence of more offer-oriented emails peddling [...]
By Howard Sewell
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Posted in B2B Marketing, blog marketing, Creative, email design, Email Newsletters, Interactive Design, Lead Management, Lead Nurturing, Social Media
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Also tagged B2B Marketing, email design, email newsletters, Laura McInerney, Lead Management, Lead Nurturing, Microfinance Information Exchange, newsletter design
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September 6, 2011 – 8:55 am
When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. That was the experience for iDirect, a leading provider of satellite IP communications based in Herndon, Virginia. Using satellite technology for internet connectivity has particular appeal for companies with operations in remote, hard-to-reach locations, so it’s no [...]
By Howard Sewell
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Posted in B2B Marketing, Campaign Measurement, CRM, Database Marketing, Installed Base Marketing, Lead Management, Lead Nurturing, Marketing Automation
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Also tagged idirect, Lead Management, Lead Nurturing, Marketing Automation, marketo
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Good video content engages customers and prospects like no white paper or webinar can. Videos are easily accessible at any time, from any place, and adapt readily to mobile devices. And integrating video content into a campaign microsite or lead nurturing program is an effective way to add spark and visual interest and drive response. [...]
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.
