vertical Business Related Topics 
The Point
MARCH 18, 2020
The US business climate is being shaken by events at home and abroad, and (as I write this) no-one knows with certainty – on top of the risk and strain caused by a global pandemic – whether an economic downturn is imminent, or how severe it might be, and for how long. . Continue to run, develop, and even expand nurture programs.
The Point
OCTOBER 22, 2013
Perhaps you want to leverage a recent sales win by targeting other executives within that same vertical. Include both personal and business motivators. One, because they think it can benefit their business. Or some other time-sensitive factor requires that you “get in front of” prospects as soon as possible.
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The Point
APRIL 23, 2013
Let’s take a closer look: To their credit, Avalara’s email header takes up very little vertical space, so more valuable selling copy doesn’t get pushed down the page. The other, from email marketing software provider ExactTarget , drives action by communicating the value of the content in concise, compelling language.
The Point
APRIL 19, 2012
On that score, there’s a lot to like about the email campaign below from CallidusCloud , a leading provider of cloud-based business software solutions. The header takes up little vertical space , and so avoids pushing valuable selling copy below the fold. Here’s what else I like: 1. A headline in HTML text (versus an image).
The Point
JULY 14, 2011
As a busy executive, you understand that …”) before even mentioning the offer, you’ll lose most readers before they even know whey you’re writing to them. Consider decreasing the vertical height of the images or moving them to the sidebar so that key messages are more easily viewable in the preview pane and on mobile devices.
The Point
DECEMBER 16, 2011
You decide that you want to email those prospects with an offer to download a white paper about the business problem your product solves. If yours is a relatively finite audience – say, one confined to a specific vertical market, or job title, or company size, or all of the above, then purchased lists may be the way to go.
The Point
JUNE 18, 2013
We build white papers for early stage evaluators, case studies for building a business case, industry papers to show vertical expertise, and so on. As marketers, we segment our messages based on which message resonates with different prospects. The same principles apply to Content Selling.
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