4 Ways to Cultivate an Effective Direct Mail Experience
Performance Marketing
What direct mail experience do your customers and prospects get when they receive your mail pieces? The first moment when they touch and interact with your mail piece is the [...]
6 Thorny Data Problems That Vex B-to-B Marketers, and How to Solve Them
Performance Marketing
B-to-B marketers are plagued by data problems. Business data is complex and fast-changing. Customers interact with us through a variety of channels, and often provide us with conflicting information. Our [...]
B-to-B Marketers Still Struggle With Lead Nurturing
Performance Marketing
I thought it was widely understood by now that staying in touch with a prospect who has shown some interest in your product or service can triple, even quadruple, lead-to-sales [...]
Writing Effective InMail and Sales Emails: Don’t Ask for the Appointment
Performance Marketing
Here's my best tip on writing effective sales emails or LinkedIn InMail messages: Don't ask for the appointment. Instead, earn permission for a discussion. Then, execute it (via email) in [...]
Decent Turnout for 24: Live Another Day
Jack Bauer’s return to prime time was met with a reception that hovered somewhere between a bang and a whimper.
Marketing ROI in B-to-B: Why Is It So Hard, and What Can We Do About It?
Performance Marketing
The other day, I had the pleasure of discussing the challenges of marketing ROI with Jim Obermayer, CEO and executive director of the Sales Lead Management Association, on his Internet [...]