Howard Sewell
Report: B2B Buyers Engaging Earlier with Sales
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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
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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?
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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
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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?
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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
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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
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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?
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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
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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?
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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...
Report: One-Third of Marketers Say Lead Nurturing Has No Impact
The analysts at Demand Gen Report just published their “2018 Lead Nurturing & Acceleration Survey Report” and one conclusion is no surprise: many B2B companies are still really bad at lead nurturing.
It’s not just that 44% of respondents said th...
Should I Design My Demand Gen Landing Pages for SEO?
Recently, a client raised objections to our agency hosting their campaign landing pages on a marketing automation platform, since doing so would require that the pages reside on a subdomain (info.companyname.com) vs. on the client’s core domain (com...
Why Marketing Automation Customers are Migrating Downstream
Over at the Modern Marketing Blog, Steve Earl offers his theory as to why enterprise marketers choose to switch to a different marketing platform. He says (in summary):
“It’s because their needs outgrow system capabilities.”
Now, Steve happens to wo...
Career Advice for a Young Marketer
A few weeks ago I gave an informational interview to a local university student looking for advice on the best way to jump start his marketing career. The conversation was a handy excuse to catalog some of the lessons I’ve learned over 30 years in m...
The Myth of “What’s Working” in B2B Marketing
In the agency business, clients look to us, naturally enough, for advice on what’s working in the marketplace, on the assumption that an agency’s collective experience, providing it aligns with a client’s market or product category, can bring real w...
High Bar Offers: Why Your Campaign May Be Asking Too Much
In the demand generation business, we often talk about “low bar” and “high bar” offers. The bar in either case is the level of time, effort, and commitment required of the prospect or person registering for said offer. So, for example, on a spectrum...
Should You Use the Same Landing Page for Email and Online Ads?
A client asks: “Can I use the landing page from an email campaign for online ads, say: search or LinkedIn, if it’s promoting the same asset?”
My response:
In short: no. There’s an appeal to the economies of using one landing page across multiple cha...
