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| Page 1 of 1 | Previous | Next | THE POINT MAY 14, 2013  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 attendees (including this blogger) crowing about the success of their traffic builder campaign , an email that generated a 42.8% open rate and resulted in ReachForce hosting the most heavily visited booth during the event. Well, apparently, they do. | THE POINT OCTOBER 8, 2009 Is Social Media Wasted on PR Agencies? The stated objectives of said plan were: * increase awareness amongst bloggers, influencers and prospects. First, let’s get this out of the way: I know some very smart people in the PR field. Yes, some of my best friends are PR people. But good grief. m ready to conclude that many PR agencies don’t really get it when it comes to social media. Either that, or they’re just choosing to frame the discussion in such a way as to greatly limit the potential of their clients’ social media initiatives. Recently I was made privy to a social media plan authored by a client’s PR agency. All true. | | | | | |
| THE POINT DECEMBER 6, 2010  Top 10 Posts on B2B Lead Gen for 2010 If there’s one thing I learned early on as a blogger, it was this: when you title a blog post, don’t imagine the reader actually viewing the blog itself. Without further ado, here are the top 10 most popular blog posts from our blog, “ The Point ” in 2010 (as measured by page views). Comments after the fold. 26 Must-Have Negative Keywords for B2B PPC Campaigns. | THE POINT APRIL 29, 2011  5 Mistakes to Avoid in Your Next Email Campaign If it’s the campaign below, received this week from Lyris , an email marketing software company, the answer is (in the view of this blogger): yes. Can a campaign about how to improve email design be a prime example of how NOT to design an email? Let’s start with the subject line (not seen here): Optimizing Email Productivity and ROI. Now to the email itself. and so on. | THE POINT APRIL 19, 2010  When Emails Go Bad: A Lesson in How to Apologize Boingo is a leading global network of Wi-Fi hotspots (if you travel, you’ve likely used their service at an airport) and a few days ago they sent a very befuddling email to a significant pool of users – this blogger included – something to do with how my account was changing to a different plan. It’s happened to all of us. It happened to Boingo Wireless last week. When, of course, it wasn’t. | THE POINT FEBRUARY 11, 2013  Measuring the True Impact of Marketing Campaigns: A Conversation with Bonnie Crater Bonnie Crater is a five-time Vice President of Marketing, a former colleague of this blogger from our days at Oracle in the late 80s, and in 2000 was named one of the “Top 20 Female Executives in Silicon Valley” by San Jose Magazine. sat down with her recently to find out more about her company and what makes their solution different. It was the third time they had worked on such a request. | | | | | | | |
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THE POINT | THURSDAY, SEPTEMBER 16, 2010  Does Renting Email Lists Make Sense Any More?
When the list industry “discovered” email in earnest back in the 90s, direct marketers like this blogger were enthralled with the potential of a new, hipper alternative to direct mail. I wrote recently in this space about the recent resurgence of direct mail as a viable outbound component to an integrated demand generation strategy. Most of that resurgence is due to the benefits of using direct mail on its own merits, but there’s another factor: the greatly diminished effectiveness of rented email lists. But the biggest advantage of third party opt-in email lists was cost. MORE >> -
THE POINT | FRIDAY, MARCH 26, 2010  Book Review: Essential Marketing Automation Handbook
Published by the folks at marketing automation software company Genius.com , and authored by respected consultant, author, and blogger Ardath Albee , this is a valuable primer that would serve as a useful resource to anyone just getting started with a marketing automation system. This is a very belated review of a book that has been in my reading pile since December 09. But I’m glad I found the time. The book is available via free download (registration required) on the Genius.com site. First: a quibble. In my experience, lead scoring can very often be over thought. MORE >>
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