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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
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
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
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