Posts Tagged ‘customer lifecycle’

4 Email Marketing Tips: 72-day study reveals what you can learn from presidential campaigns

May 29th, 2012

In today’s blog post, I provide four examples of how not to run your email marketing, based on U.S. presidential campaigns. I will also provide four tips for the campaigns on how to improve their efforts, which I think many marketers can learn from as well. I tried to keep this blog post as politically neutral as possible, which turned out to be easier than I thought when I started since  most of the efforts were pretty poor.


The 72-day study of presidential campaign email marketing

I enjoy David Meerman Scott’s use of U.S. presidential campaigns as marketing case studies in his blog posts. I agree with him that the lessons learned can be applied by all organizations. Inspired by this and with my focus  on email marketing at MarketingSherpa,  I signed up on March 7 to receive emails from each U.S. presidential candidate: President Barack Obama, Ron Paul, Mitt Romney and Rick Santorum.  (Please note Newt Gingrich did not provide an opportunity to register for email alerts.)

I consider the need for candidates to win over my vote for president of the United States to be a complex sale, and I correlate it with the long sales cycles of B2B organizations. After watching my inbox fill up over 72 days, here is what I discovered from my unscientific study of the candidates’ email campaigns as related to B2B email marketing best practices. Unfortunately, the experiment turned into mostly what not to do.

  Read more…

Marketing Research in Action: 65% of B2B marketers are not nurturing

April 27th, 2012

So I’ve got this old friend from college. At first, we had fun. Now I only hear from when he needs something. Then after I help him out … he disappears again.

Sound uncomfortably like your B2B marketing and sales efforts? Listen in as I speak with Brian Carroll, Executive Director, Revenue Optimization, MECLABS, about lead nurturing and post-sales nurturing, based on research from MarketingSherpa’s 2012 B2B Marketing Benchmark Report and MarketingSherpa’s 2012 Email Marketing Benchmark Report.



“The goal with nurturing is not just always be closing or always be selling,” Brian said. “It’s really, always be helping.” Watch the above video to see what other insights Brian shared. Here are a few key pieces of information that may help you: Read more…