Home Authors Posts by Howard Sewell

Howard Sewell

Howard Sewell
Howard has worked in marketing for 25+ years, and is president of Spear Marketing Group, a full-service B2B marketing agency. Howard is a frequent speaker and contributor to marketing publications on topics that include demand generation, digital marketing, ABM, and marketing technology.

Top 10 Demand Generation Resolutions for 2014

1. Improve campaign measurement. Measuring opens and clicks may tell you something about email performance, but it says nothing about the impact that email campaign...

Sirius Decisions Thinks Websites Will Generate 71% of All B2B Sales Leads by 2015. I Disagree.

"By 2015, we expect to see 71 percent of b-to-b organizations' new inquiries coming via the corporate Web site." The point being made by the...

Email Critique: Oracle/Eloqua Webcast Invite Needs Help

The impact that Oracle's acquisition of Eloqua will have on that company's ability to compete effectively in the marketing automation space is fodder for...

Why I Don’t Care About Spam Rates and Sender Reputation (and Neither Should You)

Like so many things in today's B2B marketing world, the question of what does or doesn't cause business emails to be classified as spam...

Infographic: 10 Commandments of Email Copywriting

Email copywriting is more than simply an exercise in brevity. A successful email grabs the reader, sells the offer, and closes the deal. Good...

5 Reasons to Gate Lead Nurturing Content

A client asks: "I notice that you're recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. Why is...

3 Tips for Getting Prospects to Say “Yes” to a Meeting

In the long run, it pays to extend the reach of your demand generation campaign to include not only those prospects ready to buy,...

Marketing to the Person, Not the Business: The Critical Importance of Personal Value

Dave Brock wrote an excellent post recently ("I've Never Ever Sold a Computer or Piece of Software") on what technology buyers really buy. His...

Do You Need Marketing Automation to Do Lead Nurturing? Sort Of.

A prospective client asks: "We're just getting our demand generation programs ramped up, and I'm not sure I'm ready for marketing automation. Do I...

29 Tips to Improve B2B Email Campaign Performance

Email results not what they should be? Try these techniques to improve the performance of your next campaign: 1. Make sure that critical information (offer,...

How Far in Advance Should I Promote our Webinar?

A client asks: "How far in advance should we email invitations to our Webinars? We've always aimed for 2-3 weeks but management is saying that...

10 Tips for Driving Lead Nurturing Success (Infographic)

When B2B companies invest in marketing automation technology, "lead nurturing" is often one of the key business objectives that spurs those organizations to take...

Top 10 B2B Lead Scoring Mistakes (Part 2 of 2)

When a client says "We set up lead scoring but sales doesn't pay any attention," it's a sure sign that something is amiss –...

Top 10 B2B Lead Scoring Mistakes (Part 1 of 2)

Lead scoring has quickly become an integral part of a demand generation marketer's arsenal. A well-planned, well-designed, and optimized lead scoring schema can be...

7 Webinar Invitation Mistakes You Can’t Ignore

How do you prevent your Webinar campaign from being lost in the crowd? Here are 7 mistakes you'll want to avoid, as illustrated by...

How to Target a Non-Technical Audience Using Content Syndication

On LinkedIn, John asks: "Does anyone have preferred content syndication channels that target sales and marketing folks? Seems pretty easy to find technology ones,...

Checklist: 5 Ways to Minimize Webinar No-Shows

First, a question. From a marketing perspective, does it matter if prospects actually attend Webinars once they register? Some would argue: no, especially if...

Content Selling: How Sales Can Better Leverage Marketing Content

Recently I had the opportunity to sit down with Daniel Chalef, CEO of KnowledgeTree, developers of an intriguing new solution, built for both Salesforce.com...

Does a Demo Ever Make Sense as a Demand Generation Offer?

Anecdotally, I've been noticing a minor trend in technology marketing circles of late – namely, that a high percentage of demand generation campaigns seem...

Apparently It’s Now Safe (Again) to Use “Free” in a Subject Line

In follow-up to the recent 2013 Marketo Summit, the marketing team at ReachForce, a leading provider of B2B data services, sent a message to...

New Posts