For marketers who walk the walk
You know the theory. Now here's the practice. If you want opinions you can trust, advice you can use and real-world experience to learn from, then there's no better collection of marketing experts than here.
Video – making it relevant
Big brands are realising that with so much web noise and the sheer amount of marketing material hitting their customers online and through social media, they need to find ways to make their communications meaningful and targeted. ‘Relevance’ is key for 2012.
1 comment | Full storyThere’s no substitute for a great sales letter…
I can think of numerous occasions over the years when a client has asked “Do you think we should do a proper, glossy mail piece or shall we just send a letter?”. My response is always the same. I simply reverse the question, “Should we send a really powerful and persuasive sales letter or shall we just send a glossy mail piece?” In my experience no hierarchy exists amongst the various direct mail mediums. And, if it did, the sales letter would not be subordinate to the printed mail piece – it would be superior. As the direct mail guru, John Fraser-Robinson asserted, “Letters are undoubtedly, undisputedly and consistently the single strongest weapon in the creative armoury,” and I couldn’t agree with him more.
0 comments | Full storyMarketing Automation: the essentials
With the huge choice of media that B2B marketers have available today, the ability to use the right media, at the right time, to contact the right person, lies at the heart of commercial success. Which is why a lot of debate surrounds the topic of marketing automation right now. What is it? What will it do for me? Who are the leading providers? Where can I find out more? In response to these questions the IDM B2B Council has put together this brief introduction and hopes that it will start an ongoing debate and knowledge sharing in the B2B community.
3 comments | Full storyYou’re not the customer
And you’re not likely to be the prospect either. In many ways, I always think that this is one of the toughest things we have to appreciate. Almost always whatever we’re promoting or selling we’ll be targeting it at someone different from ourselves.
0 comments | Full story
Two sayings sprung to mind recently as a project came to a close ‘We learn from our mistakes’ and ‘You are never too old to learn’. The glossy new corporate web site was ready to go live. We’d had the normal arguments over design, struggles to get content in on time and all the familiar tensions between departments about who should do what. Everything – or so I thought – had been tested and tested again and finally it was ready to show to the Senior Management Team.
1 comment | Full story
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