Category Archives: Demand Generation

lead conversion rates

Case Study: Segmentation, New Creative Boosts Lead Conversion Rates by 75%

Sungard® Availability Services™ (Sungard AS) in Wayne, Pennsylvania is a global leader in disaster recovery, business continuity, and managed IT services. Sungard AS runs a highly successful demand generation program, an integrated mix of both online and offline campaigns, to generate a consistent flow of leads to the company’s sales… Read More

29 B2B Email Tips Infographic

Infographic: 29 Tips to Improve B2B Email Campaign Performance

An email campaign that fails to perform up to expectations could be failing on any number of fronts. The list could be bad (in which case, no attempted “fix” of the email itself will make that much of a difference.) The offer could be uninspiring, or buried deep in the… Read More

symantec email campaign

Email Campaign Gets an “A” on Design, “F” on Offer

At first glance, the email below from security solution provider Symantec seems engaging, attractive, and well-designed. And indeed, it is all those things. From a lead generation perspective, however, the campaign is a hot mess. Here’s why: First and foremost, the offer is devoid of value. Witness the first paragraph:… Read More

content marketing

Forrester thinks Content Marketing Isn’t Working – They’re Half Right

Over at Forrester Research, Vice President Laura Ramos recently talked to Advertising Age (“Marketers Still Struggling to Get Results from Content Marketing“) about what she perceives as a general lack of return from the investment so many companies are making in content marketing. It’s a fair characterization to say that… Read More

content syndication

5 Common Content Syndication Mistakes

Though it predates what we think of today as “content marketing,” content syndication is still a cornerstone of many B2B companies’ demand generation strategies. Like other inbound marketing programs – search, social media, and the like – content syndication is one more way to increase the chances that a qualified… Read More

Don Draper

Is Technology Making Marketing Agencies Obsolete?

Over at the IDC Technology Marketing Blog, analyst Sam Melnick posted an article recently with the intriguing title: “Are Ad Agencies Keeping Pace with the Marketing’s (sic) Massive Digital Uptake? (Hint: Maybe Not)” Melnick posits his question largely on the basis of IDC research that shows the rate of growth… Read More