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1. Thou shalt not direct people to “Learn More.” “Learn more” is the worst possible call to action. It means absolutely nothing. Be specific, be tangible. What is it that you’re offering exactly? 2. Thou shalt tell people What, Why, and How. Within the first few sentences of the email… Read More
When sales teams need marketing to help them make their numbers, the natural response is to go fishing for hot leads. However, as I wrote previously in a white paper on “Lead Recycling,” focusing demand generation activity exclusively on acquiring net new, qualified leads is an expensive proposition for a… Read More
How is it that a quality white paper on a hot topic can still generate bad leads? It’s got to be the media, right? Wrong. It’s the offer. Even a well-written white paper, by a respected author, on a hot topic of vital interest to your target audience, can still… Read More
When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. That was the experience for iDirect, a leading provider of satellite IP communications based in Herndon, Virginia. Using satellite technology for internet connectivity has particular appeal for companies with operations in remote,… Read More
Your opinion is needed! One of our B2C clients, Elegant Clutter, is a boutique furniture and home accessories store in Danville, California. Spear is designing a new Website for the company and the client is having a hard time choosing between two home page designs. Just click on the thumbnails… Read More
Do you feign understanding when your CEO talks about “sales and marketing alignment”? Unclear on the difference between lead management and revenue cycle management? Horrified at the responsibility of investigating marketing automation solutions for your company? In a recent study, Marketing Sherpa reported that 54 percent of CMOs have either… Read More
A client asks: “If we’re offering a white paper as part of an upcoming campaign, should we remove it from our Website for the duration, especially if it’s ungated?” As demand generation marketers, no matter how skillfully we construct a clear, unambiguous, unfettered path to our precious content, some prospects… Read More