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 […]

Step #1 in creating ideal B2B lead generation copy.

After a short stint writing copy at an ad agency, I discovered the world of B2B direct marketing. The difference that made me love it is that B2B direct marketing requires an action on the part of the prospect or customer — so every dollar that’s spent is trackable. Early on in my B2B marketing […]

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 […]

Is data killing your B2B marketing opportunities?

Those who read this blog probably think I’m a B2B marketing copywriter and consultant offering insight into B2B marketing best practices. According to the mailer I received today, however, they’d be wrong. It appears I am the owner of the Coca-Cola Company. Well, if that’s true, I’m living way below my means. Receiving this type […]

3 tips for maximizing clarity in B2B marketing copy.

Often I’ve mentioned that there are B2B marketers who believe that using big, complex wording in their B2B marketing copy makes the company look smart and sophisticated. The best example I’ve ever seen of this B2B marketing copy approach was discovered and reported by Peter Helmer, which I discussed in a previous post “B2B marketing […]

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 […]

Discovering the true power of personal B2B marketing videos.

Video seems to be popping up all over the place in my B2B marketing world these days. First (as you can see from last week’s blog on “Why anyone can use video in B2B marketing & why they should“) I was told by my SEO provider that I needed to put a video on my […]

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. […]

When and why B2B marketing fails.

The team at Savvy B2B Marketing has a great blog with consistently valuable information and insight. Recently they printed a wrap-up of their “10 Most Popular Posts from 2012.” One of them is a post by Chris Fell, Managing Director and owner of G2M Solutions in Australia on “The Top 5 Reasons Your Great Content […]

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 […]