ClickLaunch: Connect Direct's High-Tech Direct Marketing Handbook

Posted by Ambal Balakrishnan October 20th 09

ClickLaunch is ClickDocument's platform for launching new and exciting eBooks, books and white papers. We feature top notch industry experts and thought leaders and get an exclusive insider view into their latest creation.

The High-Tech Direct Marketing Handbook is packed with 65 tips and techniques on demand generation strategy. We have invited Howard J. Sewell, the author of  The High-Tech Direct Marketing Handbook to  get an insider look into the making of this Handbook.

Howard J. Sewell is president and founder of Connect Direct Inc. (CDI), a full-service agency with offices in Seattle and Silicon Valley specializing in demand generation and lead management for high-technology companies.  Prior to founding CDI in 1990, Howard was a marketing manager for software giant Oracle Corporation.  When not running his company and working with clients, he is a frequent contributor to online publications on demand generation, lead nurturing, social media, and other topics, and also writes his agency’s blog, Direct Connections.

Howard J. Sewell

Blog Direct Connections Twitter HJSewell

Ambal Balakrishnan: Howard, it is a great pleasure to discuss your 'High-Tech Direct Marketing HandBook'. Thanks for finding time out of your very busy schedule to provide your valuable insights to our readers. Tell us about what Connect Direct does?
Howard J. Sewell: Connect Direct Inc. (CDI) is a full-service marketing agency specializing in demand generation and lead management.  In layman’s terms, we help technology companies generate and manage sales leads.

Ambal Balakrishnan: Give us the background of how you gained an interest in B2B Marketing and more specifically in High-Tech Direct Marketing?
Howard J. Sewell: I worked in high-tech sales for a few years after college but always knew I wanted to move into marketing.  I was fortunate enough to land the perfect transitional role – marketing manager for a sales organization – at Oracle, and found my way into their in-house direct marketing agency.  I’ve been a direct marketer ever since, and eventually left Oracle to start my own firm.  That was 19 years ago and we’re still going strong.

Ambal Balakrishnan: What prompted you to embark on creating an ebook for High-Tech Direct Marketing?
Howard J. Sewell: The ebook’s origins lie in an monthly email newsletter I wrote for 10 years on high-tech direct marketing, a newsletter that eventually became our blog, Direct Connections.  10 years in I was sitting on more than 100 tips on high-tech direct marketing, and our creative director at the time had the idea of turning them into a handbook.  We shipped hundreds of copies in hard copy form before converting it to an ebook this year. 

In all candor, the handbook has always been intended to be an offer.  It’s a way to introduce people to our company and our way of thinking in the hope that somewhere along the line the reader will have a need for our services.  In the process, hopefully we help educate people a little by sharing some of what we’ve learned in 19 years.  I think people appreciate the fact that the handbook isn’t a brochure – I often hear from people who have a dog-eared copy by their desk at all times!

Ambal Balakrishnan: Who is ‘The High-Tech Direct Marketing Handbook’ addressed towards?
Howard J. Sewell: For the most part, the tips contained in the book are practical techniques rather than high-level strategy.  Because of that, the person who will gain the most from the book is the person “in the trenches,” someone chartered with developing, designing, and executing lead generation programs for their company.

Ambal Balakrishnan: How is the High-Tech Marketing landscape different than what it was a decade back?
Howard J. Sewell: By far the biggest shift has been the shift from outbound to inbound marketing.  Ten years ago most of CDI’s business was comprised of email and direct mail campaigns based on list rentals.  We defined an audience, found a list that met that profile, and blasted our message to that list.  Now it’s all about leveraging vehicles like social media to drive inbound leads, and then nurturing those leads over time until they have a need for what you do.  Lead management will probably be half our business this year.

Ambal Balakrishnan: What is one change you recommend for businesses to do better in their High-Tech Direct Marketing initiatives?
Howard J. Sewell: It still amazes me how many high-tech marketing plans, even in Silicon Valley, revolve around campaigns and programs.  I call it “Program-Centric Planning.”  It’s as if pushing campaigns out the door is more important than the results those campaigns generate.  It makes far more sense to quantify the results you need and then plan programs accordingly, rather than plan campaigns and hope they get you where you need to be.

Ambal Balakrishnan: What are the 3 key lessons you want readers to take away from 'The High-Tech Direct Marketing Handbook'?
Howard J. Sewell:

1. Sell the offer, not the product.
2. Don’t focus all your energy on generating hot leads.  Cast a wide net, build a lead nurturing strategy, and the hot leads will happen.
3. Plan.  Don’t just execute.

Ambal Balakrishnan: Please recommend 3-5 resources (books, blogs).
Howard J. Sewell:

• I read Mashable’s daily newsletter every morning. It’s a great way to keep abreast of the changing social media landscape.
• Steve Farnsworth is a former client, a good friend, and an expert in high-tech marketing and social media.  One of the best Twitter feeds out there: @Steveology.  (26,000 followers can’t be wrong.)
• Check out Michael Damphousse’s blog, B2B Demand Generation.  Mike is someone whose opinion I really respect. (It helps that I agree with him 90% of the time.)  

Ambal Balakrishnan: Howard, thanks for taking the time to discuss your eBook and sharing your B2B Marketing insights with us.
Howard J. Sewell: Thanks Ambal.

You can download Connect Direct Inc. (CDI)'s 'High-Tech Direct Marketing HandBook' here.

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