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I continue to read opinion pieces in industry publications and e-newsletters imploring marketers not to use “Free” in e-mail subject lines, based on the argument that “Free” will trigger spam filters and result in e-mails being dumped into junk mail folders. To which I say: bunk. Yes, it’s true that… Read More
After 10 years and more than 100 “tips”, April 2007 marks the last issue of the CDI “Tip o’ the Month” newsletter. Starting in May, all current subscribers will instead receive monthly e-mail notifications of new content on our blog, Direct Connections. Why are we terminating a successful newsletter with… Read More
When white papers were primarily selling tools and “leave behinds,” the title didn’t count for much. Now that they’re mostly lead generation devices, the right white paper title can mean a lot. If a prospect is browsing through the white paper library on your favorite IT site, a compelling title… Read More
If you’re generating plenty of leads, but the sales force doesn’t think those leads are good enough, what’s the best way to address the issue? Here are some ideas to consider: 1. Change your offer. The one factor that most impacts lead quality is the offer. Offer a free book,… Read More
Google allows a total of 105 characters in their text ads, including spaces. It’s therefore pointless to waste this precious space on fluff. Many search marketers make the mistake of describing their company or product in their ad, on the erroneous assumption that keyword advertising is fundamentally about promoting a… Read More
In high-tech, everything moves at warp speed, even in marketing. (Some would say: especially in marketing.) Even the most forward-thinking marketers can find themselves in a vicious 3-month cycle of budget approvals and rapid-fire executions of whatever marketing programs can be rushed out the door before quarter end. When it… Read More