Are You Doing Email Segmentation The Right Way?
by MGB2B
A lot of people think that the timing of your email is the most important factor to consider in B2B email marketing. And yes, timing is important. But there’s something that is even more important for both boosting your open rates and CTR, and lowering your unsubscribes and abuse reports: segmentation.
If you’re not already segmenting your email lists, it’s something you should look into as soon as possible. According to stats recently released by Mail Chimp, segmented campaigns have on average a 10.33% higher unique open rate. And clicks? Those are 62.81% higher. That’s pretty mind-blowing. If you’re anything like your competitors, that’s all the encouragement you need (most marketers cite increasing subscriber engagement as their number one priority in 2016 and improving segmentation as their second).
But for those of you who are saying, “I get it, I get it. I do this stuff already – you don’t have to tell me,” I ask you this: HOW are you segmenting? There’s more than one way to do it. And each one you add to the list can make your email campaigns more and more effective.
Continue ReadingWhen Engaging in Lead Generation for Lighting Manufacturers, “Sales” and “Marketing” are NOT Mutually Exclusive
by Vin DiGioia
Glengarry Glen Ross, 1992
As a B2B strategic marketing firm, we are often sought out by lighting manufacturers looking to help boost flailing – and sometimes non-existent – lead generation efforts. Services we offer to these companies can range from a simple website redesign all the way up to full rebranding/positioning. Regardless of the extent of the engagement, most often our efforts in lead generation for lighting manufacturers require us to work with the internal sales and marketing teams to help execute the campaign and ensure optimal results.
However, in dealing with both of these groups at various clients in the lighting industry, they can have different – often disparaging – views of each other’s roles in the overall process:
Continue ReadingHow to Evaluate B2B Lead Generation Media Opportunities
by MGB2B
When it comes to getting fresh leads in the pipeline, B2B media outlets can be a great resource. Whether it’s webinars, white papers, email blasts, or something completely different, the media publishers are staffed to provide relevant content to their readers. These types of executions can help increase brand awareness, establish thought leadership, and generate qualified sales leads. However, they are often much more expensive than running a print or banner ad, so making the wrong choice can really cost you. Here are some tips on how to effectively evaluate B2B lead generation media opportunities.
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