The Point

JUNE 8, 2016

Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. That’s not because email is going away any time soon.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

NOVEMBER 9, 2010

I’ve praised Adobe’s marketing design before in this space, and the email below is yet another example of how a well-constructed brand standard can work equally well across multiple media. Here it only appears at the bottom of the email. Instead, Adobe gets right to the point and they have a more effective campaign because of it.

Webcast 100

Webcast Advertising Benchmark Email Campaigns Case Studies 100

The Point

OCTOBER 14, 2010

Adding a campaign-specific unsubscribe link to outbound emails can help avoid eliminating names from the opt-in pool together. You can also send alerts to marketing – for example, if contacts are receiving too many emails (indicating that the system needs adjusting.). You can’t nurture people exclusively through email.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100