The success of an email campaign depends on a number of variables, chief amongst them the quality of your list and the attractiveness of the offer. But one other element plays a key role even before you write one word of copy: the design template. The growing adoption of marketing automation systems is empowering B2B marketers to develop, produce, and execute email campaigns more efficiently, and more effectively, than ever before. However, if the creative foundation for those campaigns is suspect, even the best technology simply results in a faster time to failure. Keep graphics to a minimum. MORE >>

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 media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs outstrips your ability to generate that content? Answer: you get creative. Here are 5 ideas for campaigns to run when you simply have no more content to give: 1. Run a survey. survey is the ideal “no content” campaign because it creates its own offer. Host a game or sweepstakes. Drive subscriptions. MORE >>

Launching a CEO blog but the boss isn’t sure what to write about? Here are 8 ideas based on a list we created recently for a client: 1. Opinion/Thought Leadership – opinions/rants/views on the world of [insert your product category here] – the good, bad and ugly. good place to be controversial. Industry Trends – how is your industry/space changing? What’s different now compared to 1 year ago? years ago? What are you seeing more and more with customers that others may want to take note of? What do you predict as trends to come? Lists works well here (e.g. What’s your take/view? MORE >>

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 automation is to apply the technology towards more efficient and systematic follow-up to inbound leads. And yet, I’m finding in the course of our firm’s work that many companies don’t consider lead follow-up a priority. Big mistake. In a ground-breaking report back in 2007, the people at InsideSales.com reported some startling statistics about just how quickly companies should follow up on Web leads, and the repercussions of not doing so. What’s the solution? MORE >>

Where do most paid search (PPC) campaigns succeed or fail? Though it’s typical for marketers to invest more time and legwork in the mechanics of search (keywords, bid strategy, campaign structure), I’d argue that the majority of PPC campaigns are won or lost at the close: the landing page. The rewards from making even slight improvements to your PPC landing pages can be dramatic. Improve conversion (click to lead) rates by just a percentage point or two and you can increase lead volume (and slash Cost Per Lead) disproportionately. Here are 7 tips that can make a difference: 1. Not “learn more.” MORE >>