Category Archives: Campaign Strategy

Tale of Two Emails

Two e-mails arrived in my inbox recently that merit dissection. They’re from two competitors – Oracle and Netsuite, respectively – and both promote Webinars that are thinly disguised versions of “Why You Should Buy Our CRM Product and Not Our Competitor’s”. Topic aside, however, I’d wager that head-to-head the Netsuite… Read More

Lead Nurturing: from Philosophy to Practice

At CDI, we’ve been preaching the virtues of lead nurturing since we first published our white paper on “Lead Recycling” back in 2002. Back then, lead nurturing was more a philosophy, a way of marketing, than it was a defined tactic. Now lead nurturing is a hot topic, primarily because… Read More

Interview with Matt Heinz

Earlier this week I was interviewed by Matt Heinz, a marketing veteran who writes about media, brand, and marketing strategy on his blog, Matt on Marketing. We discussed topics such as the biggest change in marketing in the last 5 years, and the first step in creating an effective marketing… Read More

The End of Live Webinars?

Web seminars continue to be a mainstay B2B demand gen tactic, especially in the technology space. Up until now, Webinars have come in two flavors: the live event, broadcast at a specific date and time, and the archived event, hosted on the advertiser’s site or by a third party for… Read More

Are You an Evangelist or an Order-Taker?

Imagine a spectrum. On one end are products in mature categories, products for which the need is readily apparent and recognized by your target audience. On the other are products in more nascent categories, products for which the need may not be so apparent — i.e. prospects may not even… Read More

Using Direct Marketing to Build Brand

Denny Hatch writes a great piece in the latest edition of his newsletter, “Denny Hatch’s Business Common Sense” about the madness of trying to use direct marketing to build brand: The examples he quotes (what he charmingly calls “products of epic lunacy in direct marketing”) are mostly consumer-based and related… Read More

Why We’re Dumping Our Newsletter And Why You Should Do The Same

After 10 years and more than 100 “tips”, April 2007 marks the last issue of the CDI “Tip o’ the Month” newsletter. Starting in May, all current subscribers will instead receive monthly e-mail notifications of new content on our blog, Direct Connections. Why are we terminating a successful newsletter with… Read More