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Like many B2B marketing agencies, even though we’re a professional services business and don’t sell or re-sell technology, our firm gets marketed to regularly by companies looking to recruit us as a channel partner. Most of these pitches inevitably revolve around the functionality of the product or solution in question… Read More
A client asks: “We recently purchased a list of email addresses from a reputable vendor for use in a campaign targeting competitive installations. Do the new Google/Yahoo deliverability rules make using a third-party list too risky? How should we approach the campaign differently?” My response: First, whereas the new rules… Read More
A good creative brief is the foundation for an effective marketing campaign. In the face of deadlines, however, and at the normal, torrid pace of modern marketing, creative briefs are often viewed as an extra step, an annoyance, and an unnecessary obstacle to getting content in market. Why are briefs… Read More
According to the blogosphere, and based on conversations with clients, there appears to be a movement afoot to free marketing content from the shackles of registration forms and offer everything from white papers to Webinars ungated. Arguments from those who oppose gated content vary, but typically are variations of the… Read More
When a marketing budget get cut, certain line items tend to get immediate scrutiny: media spend, headcount, events. However, simply slashing spend – while quick and dramatic – can have a detrimental effect on leads, pipeline, and revenue. There are more creative methods for achieving marketing efficiency without sacrificing ad… Read More
There’s an old truism in marketing that says the three most important success factors are (in order of priority): List, Offer, and Creative. In more modern terms, this means that in order to drive conversions, and pipeline, and revenue, targeting the right audience is paramount. If you’re aiming at the… Read More
One way to increase marketing ROI in a “do more with less” economy is to integrate Conversion Rate Optimization (CRO) into demand gen strategy and planning. CRO isn’t a new concept, but traditionally has been more often the province of Web teams and SEO specialists. Increasingly, however, it’s being leveraged… Read More