ViewPoint
JANUARY 26, 2012
Business buyers themselves are looking for information to help them do their jobs, and they generally welcome and open letters as they arrive on their desks. Business marketers sometimes view their company’s website as just a passive informational tool—sort of a virtual brochure.
ViewPoint
MAY 5, 2015
Think about what motivated the person to sign up, and then make sure the welcome email provides information that addresses that motivation. Moving forward, it’s all about real-time response to data—what can be captured from the prospect on the website and what information can be used “in the moment” to optimize the Web experience.
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