Website Upgrades and Email Marketing Dominate B2B Budgets
Nearly half of a typical B2B marketing budget is allocated to web site upgrades and maintenance, and email marketing according to a recent survey of 80 U.S.-based B2B marketers. The study sponsored by the Business Marketing Association (BMA) found marketing initiatives among these companies were prioritized and budgeted as follows: 23% Web Site Upgrades & Maintenance 19% E-mail Marketing 12% Social Media, primarily LinkedIn and Twitter 10% Video, podcasts, webinars 8% SEO 7% Pay Per Click advertising 6% Display advertising 5% Mobile 5% Affiliates Source: Internet Retailer, Jan. 24,...
Read MoreOnline Marketing 101
Written by Charles BenischConsultant at Steckler eMarketing, Watertown MA 02472 Not much is certain in online marketing; there are no guaranteed solutions.Certain things, however, are certain. Consider these two certainties: Online marketing strategies that were successful ten years ago will not be successful online marketing strategies today. Online marketing strategies that were successful ten years ago will be detrimental online marketing strategies today. Evolution in SEO StrategiesConsider Google’s original Page Rank algorithm. Ten years ago, Google ranked websites based largely on...
Read MoreEstablishing Annual Marketing Goals, Objectives and Budgets
Written by Jean Steckler Steckler eMarketing, Westfield NJ 07090 The autumn season brings football, soccer, fall foliage spectacular views, and … the annual marketing budget process for the next year. No longer a siloed business function, marketing now is responsible for conversion of sales leads in addition to lead generation. That is, marketers are no longer measured on the number of leads generated alone, but also on the quality of those leads. Cold leads, warm leads, hot leads are all important — but we need to be able to classify each lead and set up the processes and procedures...
Read MoreWhat’s my Email Delivery Score?
Written by Jean StecklerSteckler eMarketing, Westfield NJ 07090Most B2B lead nurturing programs include email newsletters. Much effort is put into building lead lists, scheduling newsletter topics, designing and composing newsletters. Open and click-through rates are tracked. But little effort is devoted to tracking the company’s email deliverability.If your company’s domain name has made it to a blacklist, all of the work spent on preparing and sending the newsletter will have been lost. If your IP address has been blacklisted, your emails will bounce and never get delivered....
Read MoreSchering-Plough Animal Health
Project: www.HomeAgainID.comPurpose: Product Marketing and e-CommerceIn an effort to bolster the success of its HomeAgain brand, Schering-Plough Animal Health approached Jean Steckler and her team about creating a broad, integrated marketing campaign. After investigating the specific needs of the brand, we developed a program that added ‘microchipping’ to the existing tenets of ‘responsible pet care’. We also recommended an Internet commerce site to expand upon existing sales channels. Using a unique blend of Internet and traditional technologies, the system allows the customer to drive the...
Read MoreBackground Images in Email Newsletters
Written by Jean StecklerSteckler eMarketing, Westfield NJ 07090One of the frustrations of designing html email newsletters is Outlook 7.0’s and Gmail’s lack of support for background images. I often use background images of navigational buttons and overlay the linked text on the button background. Without background images, designers are faced with creating button images in Photoshop for each button. Having to leave the html editor to work up new navigational buttons can become a time sink, and is best avoided.Campaigner has a reasonable work around that can solve this problem. ...
Read More
Recent Comments