Latest from the Intellegentia Blog

A new breed of marketer is emerging as top B2B Technology Marketing roles are becoming more aligned to those of Chief Marketing Engineer (CME). 

Historically, when developing a campaign, marketers started with the creative side of things.  Now the focus is on data first.  Reading signals from data and analytics, targeting and segmentation of the data based on the specific needs of your buyer persona to lead nurturing and moving your prospects through the decision cycle.  Gone are the traditional advertising, event management and outbound methods of yesteryear. 

But wait… what happened to marketing creativity?

1. IDENTIFY YOUR BUSINESS' BRAND, AND SPELL OUT YOUR SUBJECT

People are far more likely to open an email when they know who it's from and what they'll get if they click. Put your company name in the “from” line for quick recognition. Make sure the "Subject" line is specific and spells out the email's contents. Your email has a great deal of competition in a crowded inbox, so if you don't have an engaging subject line the chances of the email being read are slim. It is the reader's first impression of you and is vital to your campaign’s success.

2. DON'T LET YOUR PICTURES DO ALL THE TALKING

Sure, a picture's worth a thousand words, but these days, those images could be blocked. Make sure your HTML version still looks good and makes your point even without the images. Give people a link to the “pretty” version just in case their email system blocks images.