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Can AI write marketing copy? Even the most hardened AI skeptic would have to admit: yes, it can. The follow-on question, naturally, is whether AI-generated copy is any good. Today, that would appear to depend on 1) who’s at the controls, and 2) what kind of copy AI is writing. … Read More
If you haven’t noticed, Webinar emails have become extremely formulaic: * A couple of lines of copy stating the business problem to be addressed* 3-4 bullet points summarizing the agenda or main topics* a call to action, normally accompanied a desperate plea of “don’t miss this event” It might be… Read More
A good creative brief is the foundation for an effective marketing campaign. In the face of deadlines, however, and at the normal, torrid pace of modern marketing, creative briefs are often viewed as an extra step, an annoyance, and an unnecessary obstacle to getting content in market. Why are briefs… Read More
LinkedIn ads have become a staple of the B2B demand generation playbook, in large part due to an ability to target a tightly defined audience. However, whereas there’s plenty of information online about the mechanics of LinkedIn advertising (bid strategy, audience definition), it’s much harder to find proven best practices… Read More
Earlier this month I presented a standing-room only session at the B2BMX Conference in Scottsdale on key principles of B2B email creative. Part of that presentation was a “B2B Email Pre-Flight Checklist” – a list of questions an email marketer should ask, prior to pressing “send,” to ensure that a… Read More
1. What, Why, How. There are three things your email recipient should see almost immediately, and those are: WHAT the offer is, WHY it’s of value, and HOW to get it. Don’t make the reader hunt or scroll to learn what exactly you want him or her to do, and… Read More
One of the real-life campaigns I included in my presentation last week – A Crash Course in B2B Email Creative – at SiriusDecisions Summit in Austin, was this Webinar invitation from Marin Software. I’ve written often about the dismal state of B2B creative, so it’s good to see at least… Read More