 | spearmarketing.comcontactabout |
This Webinar invitation from IBrix, a developer of software-based file-serving solutions, arrived in my inbox recently. Alas, it reads more like an abstract for a thesis presentation than a compelling sales event. Here are the all-too-common pitfalls the invitation so painfully illustrates: 1. Don’t place speaker photos and gratuitous clip-art… Read More
Competition in the content syndication marketplace is becoming so fierce that, as a demand generation vehicle, white paper syndication is in danger of becoming a commodity, a program that advertisers evaluate on price alone. If I can buy a lead from this vendor for $40, the argument goes, why would… Read More
A client writes: “I’ve received e-mails in the last month from two vendors (online publishers) offering to post my white papers and other content on their site for free. What’s the catch? I can’t think of a legitimate reason to turn down the offer.” My response: “Have you heard the… Read More
No-one is a bigger fan than me of Marketing Sherpa: their content, newsletters and events are some of the best around. Furthermore, their emails and other outbound communications are always highly professional and reflective of a company whose reputation is one of trust, credibility, and authority. So imagine my surprise… Read More
A board member was on Google last night and he e-mailed your boss to complain that none of your company’s search ads are showing up. Your West Coast sales rep is complaining that she’s getting fewer leads than her East Coast counterpart because Google ads go dark after 4:00 PM… Read More
Occasionally a good concept gets lost in the execution. Take this recent e-mail from Symantec as an example. What I like about this campaign, besides the eye-popping color scheme, is the overall concept. Symantec could very easily have prattled on about the merits of their product, but instead they’ve couched… Read More
Excuse me while I rant for a minute, but what is it about buying media that makes it seems so benign? Here’s what I mean: companies spend tens or hundreds of thousands of dollars on media, often with little purpose or strategy behind it, because buying media – and media… Read More