Email is a favored B2B marketing tactic, relied upon by many of our clients. For that reason, we try to track and pass along the latest expert thinking on the subject …for example, our recent post “7 tips for improving your email marketing effectiveness.” Given the ever-increasing hazards of overflowing in-boxes and spam filtering, it [...]
Continue Reading April 15th, 2010
B2Bs will double their online marketing spending between now and 2014, according to Forrester research summarized in a recent BtoBonline article. Last year, interactive marketing spending totaled $2.3 billion; it’s projected to reach $4.8 billion by 2014. Many observers have noted that the current recession has greatly accelerated a shift that’s been underway for some [...]
Continue Reading Add comment March 30th, 2010
I recently read a few articles about pay per click advertising (PPC); one in particular, a post by Andrew Goodman for ClickZ on Quality Score, got me thinking. I’ve set up quite a few Google Adwords campaigns in my days as a search marketing specialist. And I learned many years ago about implementing best practices [...]
Continue Reading Add comment March 25th, 2010
We sing the praises of email, and many of our B2B clients use it pretty religiously, too …primarily for nurturing prospects in the pipeline. But what about email for lead generation? On the surface, it sounds great: its cost is so much lower than postal mail, and the results can be known much more quickly. [...]
Continue Reading Add comment February 9th, 2010
Due to its heightened importance in these tight times, we’ve run a couple of posts recently about email marketing: its pitfalls, plus tips for getting more “oomph” from it …so our regular readers may think of this as this as another in that series. Start from recent research by ReturnPath showing that about 28% of [...]
Continue Reading December 30th, 2009
B2Bs have become so accustomed to the usual pay per click (PPC) scenario… Searcher views ad | searcher clicks on ad | hits landing page | registers for offer …that it tends to become all that we measure. We tend to think only in terms of: # of registrants conversion rate (registrations / clicks to [...]
Continue Reading Add comment November 18th, 2009
What should be the offer on your B2B’s landing page, for visitors clicking through from a pay per click ad? Many software and SaaS companies think that a downloadable trial version of their product is just the ticket. Why not just cut to the chase, and sidestep all that messy nurturing? And after all, our [...]
Continue Reading November 5th, 2009