Category Archives: Copywriting

LinkedIn Ad

Infographic – Blueprint for an Effective LinkedIn Ad

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

A B2B Email Pre-Flight Checklist

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

7 Key Principles of B2B Email Creative

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

Marin Webinar Invitation

Why this Webinar Invitation Works

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

B2B Creative

Why is No-One Talking About B2B Creative?

This week, I had the pleasure of speaking at the B2B Marketing Exchange (B2BMX) conference on the topic of B2B email creative.  At a conference of more than sixty sessions (by my count), as best I could determine there was exactly one (1) session on anything to do with creative:… Read More

email landing pages

Should You Use the Same Landing Page for Email and Online Ads?

A client asks: “Can I use the landing page from an email campaign for online ads, say: search or LinkedIn, if it’s promoting the same asset?” My response: In short: no.  There’s an appeal to the economies of using one landing page across multiple channels, but the requirements are very… Read More

analyst reports

How to Market an Analyst Report

Technology marketers love analyst reports.  Sure, they’re expensive to license, but they’re instant fodder for all sorts of content marketing, they bring credibility and name recognition to a campaign, and – bonus – they say nice things about your product. However, in my experience, most tech companies don’t know how… Read More