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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
When a client says “We set up lead scoring but sales doesn’t pay any attention,” it’s a sure sign that something is amiss – and more likely the problem doesn’t rest with sales. Salespeople will always pay attention to lead scoring if implemented correctly, at the very least because it… Read More
Lead scoring has quickly become an integral part of a demand generation marketer’s arsenal. A well-planned, well-designed, and optimized lead scoring schema can be a key contributor to sales productivity, sales engagement, and the rate at which inbound leads convert to Sales Qualified Leads, opportunities, and deals. Conversely, a poorly… Read More
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
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
Bonnie Crater is a five-time Vice President of Marketing, a former colleague of this blogger from our days at Oracle in the late 80s, and in 2000 was named one of the “Top 20 Female Executives in Silicon Valley” by San Jose Magazine. In 2011, she became President and CEO… Read More
You see a lot of so-called “benchmark reports” in B2B marketing circles, and most of them are, well: complete rubbish. The reason many of these reports are worthless, in my view, is that they’re based on non-randomized surveys, and thus the results are influenced heavily by who chooses to respond…. Read More