Multichannel Marketing for B2B Marketers

The hottest buzzword in marketing right now? It may well be content, judging by a new survey done by Junta42.

Of 250 marketers surveyed, 59% plan to increase their spending on custom content, up from 56% last year. And they apparently plan to spend the bulk of it online, according to Junta42, a producer of online content programs.

What’s custom content? It’s value-added information with a soft peddle on selling, everything from recopies to technical articles, even a little humor. continue reading…

A report is making the rounds about why B2B Webinar attendees bail out.

According to MarketingSherpa, they split because:

*The content was not as advertised.

*The presenter read too slowly, or directly from the slides.

*The Webinar began with company/sales information.

*The event was too long.

Get the picture? You can drive people away with a turgid, sales-driven presentation. continue reading…

It shows you how softhearted we are: We actually felt sorry for David Crump, a British postman who dumped over 5,000 pieces of direct mail he was supposed to deliver. We’re all human, right?

Then his defender Anthony Randle opened his mouth.

“It came to the point where my client thought ‘What am I going to do with all this lot?” Randle said, according to the Express & Star.

Uh, did we read that correctly? Did he really say, “All this lot?’” continue reading…

New media may come and go, but the eternal verities remain when it comes to marketing measurement.

Most companies judge success by the number of new customers acquired and leads generated, according to a survey by King Fish Media. Sales comes in third.

The takeaway, as far as we’re concerned? That robust prospecting pays off when done using email marketing lists and direct mail lists. continue reading…

British postal workers have driven one more nail into the direct mail coffin. They voted on Thursday, by a massive margin, to go on strike for the second time in two years.

The strike approved by 76% of the Communication Workers Union membership, is intended to protest pay cuts and work changes at Royal Mail. But critics said the union has a “death wish.”

Sky News released a survey showing that 75% of all British businesses are thinking of dropping Royal Mail. continue reading…