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Dave Brock wrote an excellent post recently (“I’ve Never Ever Sold a Computer or Piece of Software”) on what technology buyers really buy. His point (crudely distilled) is that while most of us believe that customers are buying our products and services, in fact what they’re really buying is more… Read More
How do you prevent your Webinar campaign from being lost in the crowd? Here are 7 mistakes you’ll want to avoid, as illustrated by an email received recently from email marketing provider Silverpop: 1. If you must use a graphic header, make it count. Graphic headers are a necessary evil… Read More
On LinkedIn, John asks: “Does anyone have preferred content syndication channels that target sales and marketing folks? Seems pretty easy to find technology ones, but a little less clear on the business side.” My response: “John, it’s very difficult but not impossible to target sales and marketing titles via content… Read More
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
Two email campaigns that arrived in my inbox recently serve as useful illustrations of how best to promote informational content. One, a white paper offer from sales tax automation company Avalara, is a plodding recitation of facts that does little to grab the reader. The other, from email marketing software… Read More
Ask a group of B2B marketers whether their Websites’ lead generation content (white papers, archived Webinars, case studies, videos, etc.) should be gated or not, and you’re likely to hear a wide range of opinions. At one end of the spectrum, there are those that believe gating Web content is… Read More
Confession: as a died-in-the-wool direct marketer, I am a branding cynic. My general attitude towards branding is summed up in the old maxim: “Branding is what your agency calls your campaign when they can’t measure it.” Now that’s not to say that a brand isn’t real, for some. Starbucks is… Read More