Author Archives: Howard Sewell

lead gen forms

The Case for Allowing Personal Emails on Lead Gen Forms

Should you allow prospects to enter a personal email address when they fill out lead gen forms?  B2B marketers seem divided on the question.  In a recent LinkedIn poll, almost half of the respondents (46%) indicated they’d rather force prospects to enter business emails on forms, even if it resulted… Read More

The Risks of Over-Reliance on Late-Stage Content

Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage.  That’s not simply because prospective customers will engage more readily with content that better aligns with whether they’re… Read More

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