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One of the basic rules of good, direct marketing copywriting is that a call to action should always be specific. In other words, it’s always better to present the reader with a very precise, preferably tangible reason to respond. So, for example: “Click to download our free white paper” is… Read More
Looking to include social media advertising as part of your demand generation mix in the new year? Before you get started, check out this infographic (adapted from an earlier post) for handy tips on how to make the most from advertising on LinkedIn, Facebook, and Twitter. Which social media platform… Read More
As most PPC advertisers already know, Google’s Quality Score measures what Google perceives to be the quality of your keyword ads. Every keyword in a campaign receives a quality score, ranked on a scale from 1-10, that, in combination with other factors – not all of which Google discloses –… Read More
Marketing software research firm Software Advice have released their 2014 B2B Demand Generation Benchmark Report, a handy reference for anyone planning 2015 marketing spend. Based on responses from more than 200 BtoB marketing professionals, it provides useful insight on the types of demand gen programs and content that are trending… Read More
The email campaign below from Integra, a regional provider of business voice and data solutions based in Vancouver, Washington, gets high marks for promoting content – in this case, a “buyer’s guide” – but on all other counts, the email reads like the opening to a term paper, not the… Read More
I just returned from a few days at Dreamforce in San Francisco, the annual circus-slash-conference hosted by CRM leader Salesforce.com, and was struck by the wave of technologies on display that centered on analytics. Highlighted by the launch of Salesforce’s own analytics cloud, the current trend in marketing technology is… Read More
It seems only yesterday that “PPC advertising” was synonymous with Google AdWords. Google still dominates search advertising – at last count, it handles roughly two-thirds of all Web search queries, a market share that won’t be decreasing any time soon. Its top 25 US-based search advertisers alone spent more than… Read More