The Point
JULY 27, 2021
In a far-gone era, when demand generation was “direct marketing,” it was often said that for any campaign to be successful, the list was paramount. Fast-forward 20 years to a world of Account-Based Marketing (ABM) , and little has changed. Late-stage content can be a key factor in identifying high-propensity accounts.
The Point
MAY 11, 2015
Good content – and, more specifically, here I mean offer content – is the fuel that feeds modern B2B marketing. One of my favorite direct marketing truisms: bad creative to a good list will always outperform good creative to a bad list.). Today, the three factors would be: 1.
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The Point
AUGUST 18, 2011
As demand generation marketers, no matter how skillfully we construct a clear, unambiguous, unfettered path to our precious content, some prospects will still go out of their way to avoid having to register for it. For example, consider packaging content in the form of an “information kit” to increase the perceived value.
The Point
MAY 30, 2014
in B2B circles, the emergence of content marketing as the dominant form of demand generation leads some clients to question the value of “big idea” creative (agencies’ traditional calling card). And the right solution makes any marketing department more efficient, more effective, and more scalable. What do you think?
The Point
DECEMBER 3, 2013
I’ve had kind words to say about Eloqua’s marketing creative in this space previously, but what was then an edgy, ground-breaking campaign from the likes of Joe Chernov (then Eloqua VP Content Marketing, recently named VP of Content at Hubspot ) is now corporate marketing pablum at its worst. Great – who are they?
The Point
NOVEMBER 9, 2011
Join me on Wednesday, December 7 as I present a Webinar on “ Top 10 Tips for Lead Nurturing Success ,” hosted by the Direct Marketing Association (DMA). In under one hour, you’ll learn: • creative solutions to a lack of lead nurturing content …. • the top 5 questions to ask about your current lead management process …. •
The Point
FEBRUARY 10, 2010
Marketing pundits have been proclaiming that direct mail is making a comeback ever since I first cut my teeth in direct marketing back in the late 80s. I can only report that whereas the heady days of mail are long gone, far more B2B clients are utilizing direct mail today compared to say, five years ago.
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