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Success in paid search (PPC) is often defined as generating quality clicks and conversions at the lowest possible cost. But just as often, a successful search campaign depends as much on avoiding bad clicks as it does on generating good ones. In fact, any experienced search marketer will tell you… Read More
I’ve written a number of times in this space about how to maximize response from email Webinar invitations. The campaign below from Parallels, a Swiss-based software company, provides a handy illustration of those techniques by displaying what key mistakes to avoid. For example: 1. Sell the offer, not the product…. Read More
In a recent article (member access only), Marketing Sherpa offers up some intriguing research into how prospective tech buyers view email offer content, and how those views can differ dramatically from common assumptions held by marketers. The conclusions drawn in the article hold particular relevance for marketers engaged in lead… Read More
Marketing pundits have been proclaiming that direct mail is making a comeback ever since I first cut my teeth in direct marketing back in the late 80s. I can only report that whereas the heady days of mail are long gone, far more B2B clients are utilizing direct mail today… Read More
A couple of months ago, in a respected marketing Webzine, there appeared a case study detailing a software company that had gone to impressive lengths to make the most of their investment in marketing automation. The lead nurturing program they implemented included 40+ (yes, forty) separate and distinct tracks of… Read More
Granted, I’m already sold on the value of Web conferencing, but even then, the email below from Citrix (makers of GoToMeeting) leaves me thoroughly underwhelmed. First, there’s the leading candidate for Most Frequently Used Email Opening of 2009: “In these challenging economic times …” Then there’s a string of lukewarm… Read More
Email marketing and marketing automation provider Silverpop just released a timely white paper (registration required) that gives new hope to B2B marketers looking for creative ways to increase response from email campaigns. In “Emails Gone Viral: Measuring “Share to Social” Performance”, Silverpop provides compelling data that suggests adding social links… Read More