Recently I was invited to participate in a discussion with Sridhar Ramanathan, a 20-year Silicon Valley veteran and General Partner at the Aventi Group, a leading consulting firm specializing in accelerating revenue for technology companies. We discussed the changing role of email marketing, how to choose the best offer, and what companies can do to increase lead quality.
You can read the complete interview here. Topics include:
• Given declining email open rates, what are tips and techniques to getting open rates back up in to healthy two digits?
• If you’re targeting IT management, what offers really are working today versus the old model of whitepapers and webinars?
• How should tech firms be combining email marketing with outbound telesales or teleprospecting?
• What else should VPs or Directors of Marketing consider when architecting an online marketing campaign to drive high quality leads (not just quantity)?
Thanks to Sridhar and the Aventi Group for the opportunity.
Thanks for sharing the interview. The key to successful email marketing is that it should be opt-in. People will be annoyed if they receive something that they didn’t sign up for.
Couldn’t agree more with your comments in that interview. More often than not these days, I find B2B vendors buying a list full of “leads” and sending email blasts to all with no work done on understanding the audience, etc.
The word nurture is not in their vocabulary. Any of the real reason we use CRM or social tools are not in play at all.