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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
I review B2B email campaigns regularly in this space, and though I’m not one to be sparing in my opinions, I do try to be conscious of the type and size of company responsible for the campaign, with the thought, I suppose, that some marketers just may not know better…. Read More
It’s a perennial fixture in any marketer’s calendar that, every so often, the boss will decide that it’s time to drop the proverbial gloves and go after the competition. There are many, legitimate reasons for why it may make sense to mount a concerted, integrated campaign to target a competitor’s… Read More
Subject line testing is that one email best practice that all B2B marketers know is a good idea, and yet very few of us do it consistently. The common excuse is time: when you’re under the gun to get that Webinar invitation out by next week, the last thing you… Read More
For many B2B Marketers, advertising on LinkedIn is becoming a demand generation staple. At our agency, we’re seeing great results across a broad swath of clients from LinkedIn Sponsored Updates in particular, at a cost per lead similar to, or sometimes better than, traditional search marketing. In addition to the… Read More
Sales experts preach the value of “asking for the sale.” Don’t assume that your customer will buy when the time is right. Make the time now. The same rule applies to demand generation creative and to email copywriting in particular. Effective email campaigns are nothing without a compelling call to… Read More
In B2B email marketing, does short copy always win over long? Not necessarily. The answer depends on your audience, the complexity of your message, and how well the copy maintains the reader’s interest and drives action. You won’t see or find many shorter B2B emails than the one below from… Read More