The Point

DECEMBER 3, 2013

Marketing thought leaders abound in Silicon Valley, yet all I see here is the names of the three co-sponsors, a decision that smacks more of promotion than thought leadership. With all due respect to Direct Marketing News , even this long-time direct marketer would be hard-pressed to sell that publication as a hotbed of Modern Marketing.).

Webcast 100

Webcast Eloqua B2B Thought Leadership Webinar Metrics 100

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.). Good data ensures that you’re marketing to the right people at the right time.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

APRIL 5, 2011

Remember: a key factor in direct mail effectiveness is deliverability, not just what gets read once the mailer is in front of the intended recipient. Why Focus Groups Don’t Work for Direct Marketing. Focus groups have tremendous value for many things — notably to help evaluate brand advertising and basic positioning.

Focus Group 100

Focus Group Banner Ads Deliverability Banners 100

The Point

AUGUST 17, 2010

Dimensional mail in particular can help you break through the clutter, especially when targeting top executives. Most small business owners receive their mail directly, and at their place of business. Plus many aren’t in front of PCs all day and so may only see your email after hours. Top Management.

Marketing Mix 100

Marketing Mix Planning Lead Nurturing Demand Generation 100

The Point

MAY 30, 2014

Here’s where I think today’s B2B marketing agency can best compete: • Helping clients get the most out of marketing technology. It’s not enough for agencies to simply know how to use systems like marketing automation. Helping clients achieve closed-loop demand generation.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

NOVEMBER 9, 2009

I can’t help but suspect that the good folks at Citrix – assuming they’re the ones responsible for this email – decided long ago that their product’s key benefit was reducing travel expense, and that no-one is daring to say otherwise. Surely this isn’t news, right?

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Demand Generation 100

The Point

JANUARY 9, 2015

One of the basic rules of good, direct marketing copywriting is that a call to action should always be specific. is more effective than: “Call me to discuss how we can help.”. is more effective than: “Call me to discuss how we can help.”. So, for example: “Click to download our free white paper”.

Demand Generation Agencies 100

Demand Generation Agencies Copywriting Cold Calling Telemarketing 100