TrustRadius, an online community designed to help business software users make better product selection, implementation, and usage decisions, just released their first-ever “Buyer’s Guide to Marketing Automation Software.” The 44-page guide is based on 400 in-depth reviews and more than 10,000 comparisons performed by Marketing Automation buyers, and provides a… Read More
Category Archives: Campaign Planning
Give Your Next Demand Gen Campaign A Reality Check
We’ve all been there. The copy is winding its way through the marketing group and is now on its fourth revision. The CEO didn’t like the photo at the top of the email so it’s back to the drawing board, design-wise. The marcom director wants to change the headline so… Read More
Why I Don’t Care About Spam Rates and Sender Reputation (and Neither Should You)
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
Does a Demo Ever Make Sense as a Demand Generation Offer?
Anecdotally, I’ve been noticing a minor trend in technology marketing circles of late – namely, that a high percentage of demand generation campaigns seem to be presenting a product demo as the primary offer. Worse yet, I fear the condition (let’s call it “demo-itis”) may be contagious. It’s easy to… Read More
Why & How to Test Subject Lines on Your Next Email Campaign
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
If It’s Wednesday, It Must Be a Webinar Invitation
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
How Much Of My Demand Generation Budget Should I Be Spending On Lead Nurturing?
It’s that time of year again, and marketers’ thoughts turn to budgeting for the next 12 months. One of the most frequent questions we’re hearing from clients during this planning season pertains to the balance between pure lead generation on the one hand, and lead nurturing on the other. Specifically,… Read More