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In follow-up to the recent 2013 Marketo Summit, the marketing team at ReachForce, a leading provider of B2B data services, sent a message to attendees (including this blogger) crowing about the success of their traffic builder campaign, an email that generated a 42.8% open rate and resulted in ReachForce hosting… Read More
Hey, I get it. Demand generation is hot. It’s the marketing movement of the moment. It’s why demand generation managers are suddenly as common as, well, marcom directors. It’s why systems consultants are reinventing themselves as “demand generation agencies.” No problem. I understand. As a demand generation marketer, however, I… Read More
Two email campaigns that arrived in my inbox recently serve as useful illustrations of how best to promote informational content. One, a white paper offer from sales tax automation company Avalara, is a plodding recitation of facts that does little to grab the reader. The other, from email marketing software… Read More
If you took a poll of B2B marketers (see below), my guess would be that only a small percentage test email subject lines with any regularity. The usual excuses given are 1) time and 2) risk – first, that testing subject lines adds one more step to the development of… Read More
A client writes: I attended a Webinar recently at which one of the speakers prescribed scheduling lead nurturing emails on different days of the week – for example: newsletters on Mondays, product announcements on Tuesdays, Webinar invitations on Wednesdays, etc. He claimed this was an effective way to avoid campaign… Read More
Studies show that responding to new sales leads promptly, literally within minutes, can have a dramatic impact on the rate at which those leads are qualified, and the speed at which they convert to opportunities and, ultimately, deals. An effective lead follow-up strategy, therefore, is essential to ensuring that you’re… Read More
By now you’ve probably read about a momentous recent decision, and the very public reversal of that decision, made by Maker’s Mark, a distiller of small batch bourbon based in Loretto, Kentucky. The basic story is this: in February, Maker’s Mark announced that they would be reducing the alcohol content… Read More