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In a recent article for BtoB Magazine, John Neeson of marketing and sales consultancy Sirius Decisions provides some planning benchmarks that are often sought by clients but tough to come by, namely: what percentage of revenue should be directly attributable to marketing? and what should my close ratio (qualified leads… Read More
Web seminars continue to be a mainstay B2B demand gen tactic, especially in the technology space. Up until now, Webinars have come in two flavors: the live event, broadcast at a specific date and time, and the archived event, hosted on the advertiser’s site or by a third party for… Read More
If you write, produce, or use white papers for lead generation, I recommend you check out Michael Stelzner’s blog, “Writing White Papers.” He offers some great tips for making your white paper stand out from the crowd. (Did you know that 2.5″ is the ideal left margin for a white… Read More
Join me when I moderate a panel discussion on “Best Practices in Direct Response Marketing” on Tuesday, June 26 in Palo Alto. Topics discussed will include direct mail, telemarketing, e-mail marketing, mobile marketing, and lead nurturing. The event is hosted by Market4Demand, a technology marketing services firm, and is part… Read More
Imagine a spectrum. On one end are products in mature categories, products for which the need is readily apparent and recognized by your target audience. On the other are products in more nascent categories, products for which the need may not be so apparent — i.e. prospects may not even… Read More
Here’s a newsletter ad that arrived in my inbox recently: Real-world e-mail security challenges; Real-world advice Network IT executives face three massive messaging challenges: secure the network against external messaging threats; protect the company against employee e-mail misuse; and ensure e-mail meets regulatory compliance laws. Get expert, real-world advice and… Read More
Denny Hatch writes a great piece in the latest edition of his newsletter, “Denny Hatch’s Business Common Sense” about the madness of trying to use direct marketing to build brand: The examples he quotes (what he charmingly calls “products of epic lunacy in direct marketing”) are mostly consumer-based and related… Read More