She helps our clients build and maintain relationships with their prospects and customers through email, newsletters, landing pages, blogs and more. Here are Meryl’s top email copywriting tips: Write emails with the prospect or customer in mind, not the company. This is the latest in our ongoing series of tips from some of the experts who provide our sales lead management consulting and training services and our marketing automation and lead-generation agency services. Meet Meryl Evans , one of our email copywriting experts. Use paragraph breaks every three or four sentences. MORE >>

good starting point, in terms of big impact, is to better assess lead quality as determined by the projected sales conversion rate and the projected customer value. Projected values allow quick evaluation and decisions regardless of long sales cycles and customer revenues coming in over time. When the investment results in a reduced cost to the business, such as marketing to drive customer service online instead of through inbound calls, those savings can be considered part of the return. The full report is available for download at www.lenskold.com/LeadGenROI. Am I right? MORE >>

Reach and nurture more prospective customers. To quickly get up to speed on BtoB marketing automation and the benefits it may bring your company—and to learn about some fast, easy and affordable ways to put it to work—please join us for this Executive Breakfast Briefing: What BtoB marketing Automation is all about, and why you should care. January 26, 2010 - Boston/Waltham. 00 am to 10:00 am. Westin Waltham Boston. Exit 27A off Interstate 95/Route 128). Learn more or register here. Can’t make it? Be notified about future events. January 27, 2011 - New York City. 00 to 10:00 am. MORE >>

Stephanie describes herself as a customer advocate who, through her work with email performance company Return Path , helps marketers reach the inbox and connect with prospects and customers via email and social marketing. Treat prospects differently from customers. Email is great for customizing the "storyboard&# – aka: sending drip marketing campaigns. “Submit three questions to our expert and we’ll provide custom answers in two days&# is more compelling. Again, customize. These are your customers! Yikes! Yes and yes. MORE >>

Use it to fund: Building a well-targeted list of prospective customers. Here is a simple and effective way to allocate your business-to-business lead generation budget. Use the first third of your B2B lead generation budget for Internet marketing. Start with: Search engine optimization (SEO) so your web pages will be found when prospects are using the leading search engines to find companies, products or services like yours. Adding your company and its products or services to appropriate online directories. Use the second third of your B2B lead generation budget for direct marketing. MORE >>