Channel marketing

SUMMARY: One touch is rarely enough to convert prospects in a lead-generation campaign. But creating an effective multi-touch, multi-channel campaign also requires you to maintain a consistent message across all communications.

See how the team at Wells Fargo promoted automated business services to existing customers by zeroing in on a major pain point. By developing that theme through an integrated DM and email campaign, they achieved conversion rates that ranged from 7.95% to 11.71% -- and took home a 2009 MarketingSherpa Email Marketing Award. read the complete case study

SUMMARY: If you rely on resellers, distributors, influential consultants, or other channel partners to get new customers or move inventory, here's your wake-up call. Channel marketing is in a state of crisis. MarketingSherpa's research team has published a new seven-page special report for you, including useful background, study data, and details on the top three channel marketing 'Pain Points' you should address immediately: read the complete article

SUMMARY: Whether you work for a quick service restaurant chain, or you are considering partnering with one, definitely check out our interview with Dunkin' Donuts' Kelly Fattman. She shares tips on packaging, low-cost promotional campaigns, dealing with competition, and what other types of companies her brand would like to partner with. read the complete interview

SUMMARY: Ads in third-party newsletters can generate plenty of leads. But you should focus on an ad campaign's longer-term effect -- not simply immediate clicks.

A new study by a professional association offers 4 takeaways for marketers wanting to maximize the impact from enewsletter ad campaigns. Among the findings: trust and believability go much further than tantalizing incentives. read the complete article