Author Archives: Howard Sewell

18 Common Features of a Best-in-Class Lead Nurture Program

It wasn’t that long ago, when marketing automation first burst on the scene, that the height of lead nurture sophistication was the simple, automated sending of multiple, sequential emails. Today, advances in marketing technology make such “automation” seem laughably basic. Modern, best-in-class lead nurture programs focus less on automation, and… Read More

10 Things to Do When Marketing Spend is On Hold

There’s plenty of debate online about the merits of marketing spend in a recession, but the reality is that many B2B firms are currently cutting back on large-scale investment.  If your company is one of those scaling back or even hitting “pause” on external spend, there are still plenty of… Read More

A Nurture Strategy for Content Syndication Leads

I posted recently on LinkedIn that, in the current climate, leads from content syndication and other CPL programs may be an ideal replacement for lost trade shows and other events, and indeed can be an effective way to stay engaged in the marketplace at a time when many buyers are… Read More

challenging times

How to Approach Demand Gen in Challenging Times

The US business climate is being shaken by events at home and abroad, and (as I write this) no-one knows with certainty – on top of the risk and strain caused by a global pandemic – whether an economic downturn is imminent, or how severe it might be, and for… Read More

remote work

30 Tips for Work-at-Home Marketers

This month there are, very suddenly, thousands, if not millions of marketing professionals working from home, every day, for the first time.  If you’re one of those marketers, your company may or may not have the ready infrastructure or culture that supports remote work.  And you also may not be… Read More

A B2B Email Pre-Flight Checklist

Earlier this month I presented a standing-room only session at the B2BMX Conference in Scottsdale on key principles of B2B email creative. Part of that presentation was a “B2B Email Pre-Flight Checklist” – a list of questions an email marketer should ask, prior to pressing “send,” to ensure that a… Read More

marketing automation

Why Is Marketing Automation Maturity Still Woeful?

Almost 5 years ago, our agency conducted a survey to determine whether B2B companies were getting maximum value from their investment in marketing automation.  The conclusion: most B2B companies were failing to follow even the most basic lead management best practices, even in areas that one would assume were a… Read More