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Most of the discussion these days on how to improve e-mail response centers on technical issues such as deliverability, spam filters, and readability on mobile e-mail clients. It’s easy to forget, therefore, that the true keys to e-mail success are often none of the above, but rather more old-fashioned principles… Read More
Anne Holland of Marketing Sherpa, someone for whom I have a great deal of respect, says brand should win, every time: My response to Anne: “Brand should always win …”? As a dyed-in-the-wool A/B tester, I respectfully say: absolutely not. What’s the purpose of an effective brand if not to… Read More
At CDI, a question we get asked often these days is: What are you doing in social media? Perhaps a better question might be: What do social media have to do with demand generation? The answer is: plenty, but perhaps not in the way you’d think. As a most basic… Read More
If you work for a software company that delivers product on a SaaS platform, it’s likely that free trials, and the rate at which those trials convert to customers, are one of the primary drivers for your company’s revenue stream. Finding ways to increase that conversion rate by even a… Read More
Please join me on a new Facebook group dedicated to B2B Demand Generation. My primary motivation in starting the group is to spark discussion and exchange of best practices, news, trends, and strategies relating to demand generation – interchange that isn’t always possible in the context of a blog. Plus… Read More
As the name suggests, Chicago-based Jellyvision got their start creating children’s films. The company then went on to create “You Don’t Know Jack,” one of the best-selling game franchises of all time (4.5 million copies and counting.) Nowadays, Jellyvision has turned its expertise to creating what it calls “interactive conversations”:… Read More
From the “wish I’d written that” file … In the July issue of DIRECT Magazine, Len Shneyder wrote one of the best articles I’ve seen on a hot topic: how to adapt e-mail copy and design for the fast-growing subset of recipients that read and consume their e-mail on mobile… Read More