Email has been around for a long time. While many proclaim that B2B email is declining as a preferred communication type, according to recent research, 80% of B2B buyers prefer to be contacted via email. In fact, it’s the third most influential source of information for B2B audiences (behind only colleague recommendations and industry-specific thought […]
If you’re involved in B2B demand generation, the concept of lead nurturing should be old hat: migrating leads to a desired objective, most commonly conversion to sale. With the proliferation of marketing automation tools, ABM, and AI, marketers now have a growing portfolio of options to evolve their nurturing initiatives. However, in a recent survey […]
Prior to email, traditional channels—such as direct mail, print, and telemarketing—were the drivers of lead generation. When email was first introduced as a demand generation tool, it was viewed as revolutionary. I worked at the very first agency to send an email as a follow-up to direct mail recipients. Response rates were through the roof, […]
We were in a client meeting when one of those content “lightbulb” moments happened. We’d been having a discussion about email nurture campaign strategy. The discussion turned to which content assets were most (and least) successful in driving engagement and movement through the sales funnel. The CMO turned to her team and asked, “Can you […]
So, email turned 45 in 2016. It’s an impressive age for a marketing tool in the digital era, and every few years, email is proclaimed dead, over, outdated, only for boomers, or facing a sharp demise in the near future. So far, the naysayers have been wrong. Email is only getting better with age—73% of […]
If you spend an entire first date talking about yourself, you likely won’t have a second date. The content marketing world is no different. You won’t continue to court a potential customer if your company talks endlessly about its products and services right out of the gate. To develop strong customer relationships, companies need to find out who their customers are, demonstrate an understanding of their pain points, and share appealing content at the right time.