Entries by Susan Fantle

Steps #2-6 in creating ideal B2B lead generation copy.

My previous post covered the first and most important step in any B2B marketing copy for successful outbound B2B lead generation. That first step is the most important as it must contain the information necessary to make a connection with the prospect. Once the B2B lead generation opening statement “gets the prospect” or “hooks them […]

B2B marketing that uncovers hot leads & builds involvement.

LinkedIn may have flaws and spam problems at times, but the ability it gives us to meet and share ideas with colleagues all over the world is wonderful. One of my new LinkedIn acquaintances, Tracy Johnson, President of Spotted Dog Promotions, recently sent me an article he wrote about “Contests and your Marketing Strategy.” What […]

A dangerous oversight in B2B marketing.

Most of the content posted here addresses the B2B marketing efforts necessary to attract leads, nurture them and convert those leads into customers. Experienced marketers know there is a significant cost involved with these efforts – and it’s much greater than the cost involved in retaining, upselling or cross-selling existing customers. So the last thing […]

Why anyone can use video in B2B marketing & why they should.

With all the things we do to make B2B marketing interesting, attention-getting and memorable, it’s a fact that there’s nothing like video. Video personalizes and humanizes communication in a way that words and even still pictures cannot do. It adds a human touch to marketing messaging that can be beat only by a face-to-face meeting. […]

How B2B marketers can make a good mobile impression.

In a recent blog, “Writing B2B email subject lines with complete confidence,” I reported on a session I attended at the October 2012 Direct Marketing Association Conference. In it, the presenter, Jay Schwedelson, President & CEO of Worldata, made it very clear that every email and Website today must be mobile-friendly. Christopher Wallace, Vice President […]