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. Do everything else right (message, offer, creative, etc.),
The Point
OCTOBER 22, 2013
Describe your offer in terms that imply a benefit to the prospect: an “in-person ROI analysis”, “network performance audit”, “benchmark survey”, etc. Include both personal and business motivators. And secondly, because they think there’s something in it for them personally. Be specific.
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The Point
MAY 11, 2015
However, I’m also concerned that, as marketers, in our haste to throw off our reputation as a bunch of do-nothing artists, we run the risk of relinquishing a creative legacy that still has an important role to play, in demand generation , and in marketing as a whole. But is data all that’s needed to drive B2B marketing success?
The Point
NOVEMBER 9, 2009
Personally, Web conferences (or “online meetings”, to use Citrix terminology) have never substituted for an in-person meeting. Surely, there are meetings that demand an in-person presence, and those that don’t. If you want me to buy the product, tell me why I should buy the product. This email does neither. Seriously though.
The Point
AUGUST 17, 2010
Yet many B2B marketers continue to be allergic to the idea of using direct mail, simply because it seems such a throwback in our mobile-social-online era. Old fashioned, yes, but used smartly and effectively, direct mail can play a vital role in a well-rounded, integrated marketing plan.
The Point
MAY 30, 2014
Where I really started to pay attention, however, is when Melnick asks whether the numbers foretell a time where all or most digital marketing moves in-house: “Does the agencies slower digital revenue growth give us a glimpse into the future where in-house marketers are the digital experts?”.
The Point
NOVEMBER 24, 2009
If the email gets forwarded to a colleague, influencer, or decision-maker, you’ll miss the opportunity to capture that new person’s contact information. Offering up pre-populated landing pages gives contacts the opportunity to update outdated or incorrect information, serving to maintain and improve the quality of your CRM data.
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