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If you’re an email marketer, you’re probably wondering how you’re going to make your budget numbers this year, what with financial-market turbulence, credit crunches and gloomy holiday spending predictions. If you think the answer is just to shoot out more email to your list and hope something sticks, you probably should see some data from [...] I’ve been thinking a lot lately about the role of email marketing, particularly in an environment of growing customer control, emerging communication channels and the current global economic environment. I come to only one conclusion: Marketers’ “batch-and-blast” approach and mentality must evolve to one that endeavors to speak as directly as possible to each recipient [...] Through these special blog postings, our goal is to offer advice and insights from top BtoB marketers. Recently, I had a conversation with Russell Kern, president of The Kern Organization and author of S.U.R.E.-Fire Direct Response Marketing: Managing Business-to-Business Sales Leads for Bottom-Line Success. We talked about the usual - the economy, marketing and [...] During the last few years, many pundits have written articles and blog posts about the death of email. Yet, starting earlier this year we’ve had a plethora of industry folks (including yours truly) declaring that email is, in fact, alive and well. In a small but poignant example of why I continue to be bullish on [...] Rosetta just came out with an interesting study covered by DMNews that really caught my attention. According to the interactive marketing agency, 59 percent of the top 100 U.S. online retailers now have a page on Facebook. And, that’s nearly twice as many just since April. Rosetta attributes the rush to social media sites to a [...] The election season is here. Early voting is taking place in most states and the main interest of voters is the economy. Unsurprisingly, the economy is a top concern for BtoB marketers as well. Many marketers are wondering if, when or how much the economy will effect their business and specifically, their marketing efforts. There [...] The Email Experience Council (eec), an email-industry trade and education organization, has a great series of blog entries called “Double Dog Dares” that challenge marketers to break away from business as usual and try something fresh and new. I dared marketers recently to blow up their email programs and start over from scratch. Okay, not to [...] Research firm MarketingSherpa says12.5 percent of leads are genuine, ready or willing to buy and get moved into the sales cycle, while 17.5 percent get discarded right away because they clearly didn’t qualify or couldn’t be verified. BtoB marketers are then tasked with what to do with the other 70 percent of leads that remain [...] At a recent conference, one of the VPs at Epsilon (another email service provider) said something that really stuck with me. “Irrelevance is the new spam.” Kinda’ catchy … We just completed a fantastic benchmark study (maybe the first) on BtoB lead metrics. One of the findings that really stood out to me reveals an interesting detail about how people fill out Web forms. It turns out that it’s not the number of questions marketers require, but how long it takes the responder to [...] |
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