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Here’s a banner ad that caught my eye recently: Oh sure, it’s ugly. There’s virtually no “concept” to speak of, or even design for that matter. However, what Hoovers have accomplished is a very effective illustration of “sell the offer, not the product.” (An article I wrote almost 10 years… Read More
It’s a generally accepted tenet of direct response marketing that the more targeted your campaign, the more successful that campaign is likely to be. There are circumstances, however, when too precise a target audience can actually work against you and force you to make compromises that jeopardize the ultimate ROI… Read More
If you’re involved in creating demand gen strategy for your company, here’s a recently launched Website that deserves to be bookmarked: https://www.demandgenreport.com/ Demand Gen Report delivers case studies and benchmark data for both B2C and B2B audiences. It’s the brainchild of Andrew Gaffney, a former publisher of B2B publications in… Read More
In a discussion I had with a VP of Marketing earlier this week, he mentioned that his company was interested in developing an e-newsletter. I asked if they’d thought about creating a blog, to which his response was “Yes, but I’m not sure we have the resources.” The myth persists… Read More
Two e-mails arrived in my inbox recently that merit dissection. They’re from two competitors – Oracle and Netsuite, respectively – and both promote Webinars that are thinly disguised versions of “Why You Should Buy Our CRM Product and Not Our Competitor’s”. Topic aside, however, I’d wager that head-to-head the Netsuite… Read More
At CDI, we’ve been preaching the virtues of lead nurturing since we first published our white paper on “Lead Recycling” back in 2002. Back then, lead nurturing was more a philosophy, a way of marketing, than it was a defined tactic. Now lead nurturing is a hot topic, primarily because… Read More
Earlier this week I was interviewed by Matt Heinz, a marketing veteran who writes about media, brand, and marketing strategy on his blog, Matt on Marketing. We discussed topics such as the biggest change in marketing in the last 5 years, and the first step in creating an effective marketing… Read More