Author Archives: Howard Sewell

Should I Use a Separate Domain for Marketing Emails?

A client asks: “We’ve been told that we should use a separate and unique domain for email that’s different from our main Web domain.  Is this something you’d recommend?” The most common business case for using a separate email domain is that doing so can help protect a company’s main… Read More

Surprise: Most B2B Advertising Isn’t Good. Or Is It?

A recent report by LinkedIn and research agency System1 found that the bulk of B2B advertising is ineffective.  I’ve written elsewhere in this space about the sorry state of B2B creative in general, so the headline came as no surprise.  What was surprising, however, was the criteria by which the… Read More

demand generation predictions

B2B Demand Generation Predictions for 2021

2020 was a year of change for marketers worldwide, much of it not for the best of reasons.  Will B2B marketing, and demand generation in particular, revert to “normal” once the pandemic subsides and economic recovery kicks in, or are recent trends destined to become staple tactics in the months… Read More

non-responsive leads

How Quickly Should I Suspend or Delete Non-Responsive Leads?

A client asks: How long should a lead be chronically non-responsive before they’re marked as “marketing suspended”? What best practices should we put in place? There are multiple, legitimate reasons to suspend or even delete non-responsive leads from your mailing lists or CRM database: *  Non-responsive leads can weigh down… Read More

nurture programs

When Should I Stop Nurturing a Lead?

A client asks: “I know the answer is probably “it depends” but curious if you think there’s a best practice for how many follow-up nurture emails to send TOFU content syndication leads before you stop due to non-engagement?” My response: We typically design nurture programs for inbound leads like content… Read More

Marketing Success & the Accident of Timing

An old boss once commented: “75% of marketing is just being in the right place at the right time.” You can quibble with the percentage, but, overall, she had a point.  For more companies than not, marketing success is rarely about convincing a given individual, on a given day, to… Read More