Howard Sewell

Do You Want Intent Data with That?

TweetLinkedInShareEmail If you could layer third-party intent data into every lead gen program you run, would you do it? In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, so...

Email Bots: What They Are, Why They Matter, and How to Stop Them

TweetLinkedInShareEmail Congratulations: your last email campaign generated a really high click-through rate.  Or did it? It’s an issue that B2B marketers are experiencing with increasing frequency: open rates and click-through rates that don’t qu...

4 Solutions to Consider When Marketing Leads Don’t Convert

TweetLinkedInShareEmail If your organization is generating plenty of leads but those initial inquiries aren’t converting to sales qualified leads, meetings, or pipeline, a myriad of things could be at fault: 1) sales follow-up may be sub-standard in ei...

CCPA: What B2B Marketers Need to Know

TweetLinkedInShareEmail Another new year approaches and, with it, another major data privacy regulation takes effect.  This time, it’s the California Consumer Privacy Act (CCPA), which becomes law on January 1, 2020.  Don’t be fooled into th...

8 Common LinkedIn Advertising Mistakes

Tweet LinkedIn Share Email In a remarkably short time, LinkedIn has grown to become a major player in B2B advertising (at about 20% of total industry spend, according to industry watchers), quickly rivaling search advertising on Google.  Linked...

5 Tips for More Effective Email Preview Text

Tweet LinkedIn Share Email Email preview text is that line of copy that appears below the subject line in the recipient’s inbox. Preview text renders in different ways depending on the email client (the small screenshot below is from Outlook 2016 on...

In Defense of Demand Generation in the Age of ABM

Tweet LinkedIn Share Email Much has been made of the argument that Account-Based Marketing (ABM) gained traction so quickly in B2B marketing primarily because traditional, funnel-based demand generation has stopped working. A recent video making the...

Report: B2B Buyers Engaging Earlier with Sales

Tweet LinkedIn Share Email For the last decade or more, it’s been an accepted principle – almost a key tenet – of B2B demand generation that business buyers don’t want to talk to a sales rep until the last possible moment.  It’s why, for exampl...

7 Key Principles of B2B Email Creative

Tweet LinkedIn Share Email 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 lear...

Is it Time to Add Chatbots to Your Demand Generation Engine?

Tweet LinkedIn Share Email If you’ve ever received a notice of package delivery via Facebook Messenger, or resolved a technical issue with your cell phone via online chat, you’ll know that messaging, chat, and real-time communication are already hug...

Why this Webinar Invitation Works

Tweet LinkedIn Share Email 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...

Should I Prioritize ABM Tactics Ahead of Demand Generation?

Tweet LinkedIn Share Email Companies who shift their marketing to a more ABM-focused strategy mostly do so in transition from a broader, more traditional, funnel-based approach.  But what if you’re starting from square one?  Say you’re a s...

3 Key Reasons Not to Give Up on Lead Scoring

Tweet LinkedIn Share Email Lead scoring – as a fundamental part of a company’s lead management strategy – has officially fallen out of fashion.  I say this based, anecdotally, on the number of B2B marketers I talk to who either 1) don’t use lead...

Trends in B2B Email: ABM, Deliverability & Integrated Campaigns

Tweet LinkedIn Share Email Recently I was interviewed by the folks at Demand Gen Report as part of an article on current trends in email marketing, an article that you can read online here.  With permission, a more complete version of the interv...

Why is No-One Talking About B2B Creative?

Tweet LinkedIn Share Email 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...

Tips for Increasing SDR Engagement Rates

Tweet LinkedIn Share Email Some years ago, our firm conducted a lead management audit for a technology client who was struggling to convert raw, inbound inquiries into sales qualified leads.  During the audit, it became quickly apparent that one...

Is Your Digital Advertising Signaling the Right Message to Buyers?

Tweet LinkedIn Share Email There’s a fascinating article over at LinkedIn: “You Are What You Signal,” in which the authors discuss the concept of “signaling theory” in advertising, best summarized in simple terms as the way in which ads “signal” a co...

Top 10 ABM Mistakes

I may not be a market analyst, but from what I see working with our agency’s B2B clients, it seems to me that, in the language of technology adoption lifecycles, Account-Based Marketing (ABM) stands at that pivotal junction – what Geoffrey Moore cal...

Integrating Social Leads into the Demand Generation Funnel

Social media may be a hot topic in B2B marketing circles, but most of that buzz focuses on the role of social media advertising. Just listen to marketing guru Gary Vaynerchuk, perhaps the biggest champion for advertising on Facebook and other channe...

Embracing Trust: How Marketers Can Prepare for GDPR 2.0

If your marketing organization is 100 percent GDPR compliant (and if you are, you’re in the minority) you may feel that your data compliance issues are behind you. Think again. The GDPR deadline may already be a waning memory, but global data privac...

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