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SiriusDecisions wrote an insightful article last week about the acquisition by Marketo of Insightera (a Web personalization platform), and included was the following projection: “By 2015, we expect to see 71 percent of b-to-b organizations’ new inquiries coming via the corporate Web site.” The point being made by the article’s… Read More
The impact that Oracle’s acquisition of Eloqua will have on that company’s ability to compete effectively in the marketing automation space is fodder for debate. What is more clear, based on the Webcast invitation I received this week (below), is that it hasn’t done much for Eloqua’s own email marketing…. Read More
Like so many things in today’s B2B marketing world, the question of what does or doesn’t cause business emails to be classified as spam constitutes a moving target. For example, in this earlier post, I discussed how whereas in the past spam triggers were largely triggered by content (for example,… Read More
Email copywriting is more than simply an exercise in brevity. A successful email grabs the reader, sells the offer, and closes the deal. Good email copy is engaging, personal, never boring, and focuses the reader on a single action: response. No matter what you’re selling – a white paper, a… Read More
A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. Why is that necessary when we already know who these people are? Aren’t we just making it more difficult for people to respond?” As I discussed in… Read More
In the long run, it pays to extend the reach of your demand generation campaign to include not only those prospects ready to buy, but also anyone else that might be facing the specific issue or problem that your product or service can solve. Occasionally, however, other factors demand a… Read More
Dave Brock wrote an excellent post recently (“I’ve Never Ever Sold a Computer or Piece of Software”) on what technology buyers really buy. His point (crudely distilled) is that while most of us believe that customers are buying our products and services, in fact what they’re really buying is more… Read More