One of the real-life campaigns I included in my presentation last week – A Crash Course in B2B Email Creative – at SiriusDecisions Summit in Austin, was this Webinar invitation from Marin Software. I’ve written often about the dismal state of B2B creative, so it’s good to see at least one B2B company get it right.

Here’s what I think makes this an effective campaign:

* The offer is front and center. I know immediately, at a glance, without scrolling, that I’m being invited to a live Webinar.

* The body copy opens with a statement of fact: “Amazon’s fast-growing digital ad solution attracts more digital advertisers daily,” but it’s a short opening, and from there the…


This is only a snippet of a B2B Marketing Article written by Howard Sewell

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