Category Archives: B2B Marketing

Marketo Email Campaign Keeps It Short & Sweet

A client confessed recently that one of the reasons his company selected Marketo as a marketing automation provider was because he was so impressed by their marketing. His logic (presumably): if a technology provider is promising to help improve our marketing effectiveness, shouldn’t their own marketing reflect those same high… Read More

Is “Please Have a Rep Contact Me” a Good Idea?

A client asks: “On every registration form, we give prospects the option to request contact from a sales rep. Is that even worthwhile when we’re going to call everyone anyway? If it is a good idea, what should the verbiage be? Currently the form reads: [Yes/No radio button] I would… Read More

Content that Works: A Conversation with Michael Cannon

What defines great marketing content? Now that most marketing departments are tasked with also being content publishers, is it too much to ask that marketing content also persuade customers to buy? Or is it enough that the material simply generates response? To answer these questions, I sat down recently with… Read More

June 16 Roundtable: Secrets to Webinar Success

Note: this event is now available for listening on-demand via the Spear Website. Join me and a select group of expert panelists on June 16, 2011 at 11 AM PT / 2 PM ET as we explore strategies for hosting, presenting, and marketing a successful Webinar. The 45-minute teleconference is… Read More

4 Reasons to Fulfill Offer Content via Email

Congratulations. A prospect just responded to one of your marketing emails, filled out the registration form, and wants the free white paper you offered. There are three basic ways to fulfill that offer content: 1. Direct the reader to a thank you page containing a link to the content. 2…. Read More

5 Mistakes to Avoid in Your Next Email Campaign

Can a campaign about how to improve email design be a prime example of how NOT to design an email? If it’s the campaign below, received this week from Lyris, an email marketing software company, the answer is (in the view of this blogger): yes. Let’s start with the subject… Read More

Podcast (Part 4): Offer Strategy & Pipeline Acceleration

In the final part of my podcast with Steve Farnsworth of Jolt Social Media, we discuss offer strategy for social media, lead generation, and lead nurturing, and the role of marketing automation in converting raw inquiries to qualified prospects and opportunities. In just 9 minutes, you’ll learn: • how to… Read More