One of the most surprising things I learned at the INBOUND 2018 Conference in Boston this year: if you focus too heavily on lead generation, you might miss some other marketing trouble spots that could be costing you leads.
When it comes to email marketing, there’s a range of analytics — from sends to clicks to bounces, that senders tend to focus on.
Then there’s the lesser known and checked statistic referred to in the industry as “graymail.”
Don’t know what this is? Graymail is the portion of email sent repeatedly by a company that is never opened by recipients. This signals out which contacts are likely still viable but aren’t being engaged by your content.
Want to get through to home builders? Let’s talk email marketing. Specifically, let’s talk about the reasons why yours don’t get the traction you expect. Why they’re being ignored, trashed or marked as spam. And what you can do about them.
When marketing to architects and specifiers, one of the first steps to getting your product specified is making sure the product is included on specification websites, which architects visit regularly to support their product evaluation efforts. There are three primary categories of spec sites: listing sites, general spec sites and spec inclusion sites. Below are examples of each of these sites as well as our take on the pros and cons of each.
There’s a perception that once you license a (MAP) Marketing Automation Platform, all your marketing problems are solved.
Not even close.
All too often we see B2B brands making significant investments in marketing automation software after buying into impressive presentations by vendors of the wonderful things these technologies can offer.
