You could make the case, as I will, that of all the new technologies to enter the marketing technology landscape of late, the two with the potential to have the biggest short-term impact for B2B marketers are Predictive Analytics and Programmatic Ad Buying. Both leverage the power of Big Data,… Read More
Category Archives: media
Changes to CAN-SPAM Law & Your E-Mail Reputation
David Kearney, CEO of e-mail service provider Boomerang, recently wrote a handy synopsis of recent updates to the CAN-SPAM law governing e-mail marketing. Amongst the highlights: 1. When an e-mail features more than one company (ex: a co-sponsored event), one company can be designated the “sender.” That company should be… Read More
How Not to Market a Marketing Magazine
I received an unsolicited copy of Deliver Magazine this week. I don’t get a lot of business mail in general, and, as a certified junk mail junkie, I look at everything. It took me more than a few seconds, however, to discern the focus of the publication (more on that… Read More
NetLine Gives Prospects a Second Touch
Competition in the content syndication marketplace is becoming so fierce that, as a demand generation vehicle, white paper syndication is in danger of becoming a commodity, a program that advertisers evaluate on price alone. If I can buy a lead from this vendor for $40, the argument goes, why would… Read More
Free Content Syndication – Is It Worth It?
A client writes: “I’ve received e-mails in the last month from two vendors (online publishers) offering to post my white papers and other content on their site for free. What’s the catch? I can’t think of a legitimate reason to turn down the offer.” My response: “Have you heard the… Read More
Disintermediation & the Irrational Fear of Non-Media Expense
Excuse me while I rant for a minute, but what is it about buying media that makes it seems so benign? Here’s what I mean: companies spend tens or hundreds of thousands of dollars on media, often with little purpose or strategy behind it, because buying media – and media… Read More
Where Do I Buy Lists for Cold-Calling?
A client writes: “We’re considering buying a few lists for our sales team to use for cold calling (versus marketing) — what are the best sources and approach to doing this? For example, I’m interested in lists of ISPs and also, general CISO lists. Do people usually use a broker… Read More