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.
3 Crucial Tips for Promoting Live Product Demos
Let's face it; a live product demo is a tough sell. As an unvarnished display of your product's capabilities, a product demo is only...
Converting Trial & Freemium Users: Keep Selling Post-Trial
Lead nurturing programs designed to convert trial users tend to focus, as they should, on the very front end of the trial period, when...
Does Your Email Campaign Make a Case for Action?
If there's one key element of demand generation copy that distinguishes it most from, let's say: product collateral, or PR, or even social media,...
Landing Page Optimization: Why Lower Conversion Rates Are Never a Good Thing
Over at Marketing Experiments, Daniel Burstein posted recently on how what he calls "friction" on landing pages can reduce or increase conversion rates by...
Pearlfinders Index Offers Insight Into Marketing Execs’ Plans for 2H 2012
Each quarter, the analysts at UK-based Pearlfinders report on the buying intentions of more than 4,000 North American marketing executives. In their most recent...
5 Simple Ways to Take Your Lead Nurturing Program to the Next Level
We need to talk. You know that monthly newsletter you blast to your entire database under the guise of "lead nurturing"? And those Webinar...
What Lead Filters Should I Request For My PPL Campaign?
A client asks: "I know I can filter our Pay-Per-Lead (content syndication) leads on geography and company size. What if I want to filter...
9 Ideas (and 1 Big Lesson) from the Marketo Social Marketing Roadshow
Last week I attended (and was a presenter at) the Seattle edition of Marketo's 2012 Social Marketing Rockstar Tour, a roving conference/seminar series being...
Why Chasing Hot Leads is a Bad Idea
In an ideal world, all B2B sales leads would be pre-qualified and ready to buy. And though recent studies suggest that a large chunk...
Do Lead Nurturing Campaigns Always Need an Offer?
In my last post, I talked about creative campaign ideas for when you have no content to offer. Which leads to another question: do...
5 Campaign Ideas for When You Have No Content
For today's B2B marketer, content is the fuel that feeds the demand generation engine. But when lead generation, lead nurturing, customer marketing and social...
Top 10 Tips for Better Email Templates
The success of an email campaign depends on a number of variables, chief amongst them the quality of your list and the attractiveness of...
Does Offering a Free iPad Increase Webinar Registration?
It's a measure of just how saturated the Webinar landscape has become when most every email invitation includes a drawing for a free iPad...
New Report Confirms Immaturity of Most Marketing Automation Deployments
A new report from Forrester Consulting, commissioned by marketing automation provider Silverpop, offers little in the way of groundbreaking insights, but does provide plenty...
How Much Copy Do I Need On My Landing Page?
An effective landing page does two things, I would argue: 1) it validates the viewer's decision to click on whatever ad it was that...
How to Reduce Unsubscribes Using Subscription Management
I've written previously in this space about how to reduce unsubscribes by giving prospects and customers the option to update their contact information rather...
How Big is Too Big? One Email Offer That’s Tough to Ignore.
As any regular reader of this space will know, I am a fierce evangelist for the "sell the offer, not the product" approach to...
3 Ways to Make Your Corporate Blog’s Sidebar Work Harder
Want a simple way to have your corporate blog show measurable results? Take a hard look at your sidebar. Here are 3 techniques guaranteed...
Webinar Invitations: Sell the Event, Not the Product
Easily the #1 mistake that tech companies make when promoting Webinars is that they forget that they're selling an event. In order for a...
Think Your Inside Sales Team Has it Covered? Think Again.
I've made the case previously in this space how one of the easiest way to gain a quick return from any investment in marketing...