THIS ISSUE INCLUDES: •  What's New? •  Going, Going … Gone! •  Resource Referral •  Lessons Learned •  Tips & Tricks •  Community Leaders •  Member Spotlight •  Community Stats •  Your Account Summary •  Success Story •  Special Thanks •  Last Laugh

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WHAT'S NEW?

Dear Askers & Answerers,

Today I get to announce a feature we've all been waiting for. Drumroll please ... Aaron has rebuilt KHE's search engine! It's a beautiful sight. You'll find MANY improvements.

Now you can filter your search results for only those that include a post by a certain Expert (limited to experts with 5000 Points or more). You can also cross-reference Urgent status and any Category. Another perk is that the results are displayed in sortable columns. So you can quickly find the ones with the high point values or the low number of responses. But best of all: It now searches through questions AND answers (not just questions).

One side benefit of this project is we gained sortability on the new View All Open Questions page (see the button on the main page). And Aaron also updated the results view in the Resource Library to match (it now displays ALL results as a default).

I hope you enjoy this new feature and that it makes it MUCH easier for you to find those pearls of wisdom you're searching for. Next up: KHE's Profile Pages. If you have suggestions for things you'd like to see included in the redesign, please send them to me. I'll be scoping the project this weekend.

Happy exchanging,

Val Frazee
Moderator, Know-How Exchange
MarketingProfs.com

GOING, GOING, GONE!

Here are KHE's 10 oldest questions. They're likely to close soon. Have an idea to offer? Better do it now!

1. CRM - Direct Marketing: Redemption rate
2. Textbook suggestions--presentations
3. A brilliant NFP idea (damn it) ... now what?
4. Looking for Professional Rebranding Assistance
5. Designation
6. Is Jakob Nielsen relevant
7. Recruitment marketing to employers
8. Studies on customer retention or loss
9. Finding the most cost effective form of marketing
10. Sports Forum Mktg Adv & Innovative Content

RESOURCE REFERRAL: SALARY.COM

SRyan ;] published today's tool in our Resource Library. I've used it over the years when evaluating job offers and to help me draft position descriptions when I'm hiring. Here's what Shelley says:

"There are some interesting online "wizards" that calculate what you are worth. The site has data for a kajillion different types of jobs around the country."

Resource: Salary.com

Browse 205 other resources recommended by our members in KHE's Resource Library. Or add one of your own!

LESSONS LEARNED: MARKETING & SALES

Earlier this week, long-term member of MarketingProfs, mmccann, asked for advice about encouraging sales reps to leverage PR. Read on to learn what the experts advised.

• mmccann: I've gotten some great coverage lately ... product reviews in PC Magazine, eWeek and NetworkWorld. When an article appears, I send an email to the sales team announcing the article with a link. After talking to the sales director, I've learned that the sales team doesn't do anything with the articles. They don't use them to follow-up with prospects. Nothing. Is there anything I can do to encourage them to leverage the articles?
• D4Demand: Nothing is more likely to move a prospect/suspect off the dime than finding out that there is a groundswell of support for a product. WHY? Because they can take the articles to their bosses and show them that you have CREDIBILITY. The reason the salespeople don't do anything with them is that this is a MARKETING function - it is sales support. If you ask the salespeople who they want to receive a letter with your latest press in it, they WILL tell you. Just don't ask them to actually send it. Somebody else will have to take care of that for them.
• Square Peg: Depending on the sales team's reporting system and sales cycle you might also want to automate a send-out of an article to a potential customer 10 days after they have had a sales call and then a second article a month later. Again, sales can request this, but marketing needs to do the legwork. Also, can you get reprints of the articles and produce a mailer with them included - or snippets of the reports on a postcard mailer with a link to full articles and downloads?
• Bill Moore: The sales director needs to demonstrate how to use these valuable "selling tools" to increase closing rates. ... The next step is to incorporate and communicate the success. Just getting copies in the mail will not change anything. Start a list of accomplishments of what people are saying, notable quotes, and add to it each month. You need to hammer your message across. "Repetition is reputation". Keep a running photo list of all the pub covers for visual impact. Do you have a press section on your website? Get reprints from the publishers and stuff your monthly invoices. Email a copy to all customers, potential customers, etc. Pick the best sales rep (the leader) and spend time with them showing them how to use the tool. Once they are successful, communicate to the other reps. Challenge them to "Call Sally so she can tell you how she does it".
• Vevolution: You need to "package" the articles for the sales team. By this I mean determine what "objections" can be overcome with information in the articles, or what will move the prospect to the close. You are expecting each rep to read these articles and make their own determination on how and when to use them. Its kind of like giving them a box with a jigsaw puzzle, and expecting them to assemble it so they can see the picture. Sales reps are busy like the rest of us, and want to know that something will help their performance before committing time to it. Its YOUR job to "assemble the picture" for them, and offer suggestions on how it can be used to CLOSE SALES!
• Peter (henna gaijin): Along with summarizing and showing them how to use them in their sales process, also get them in the right format. Articles reprints, PDF format, etc. Make available (on your web site, on a CD, email) so they could access them easily. Have thick skin during this process, as perhaps they aren't using them because they really aren't beneficial. Be prepared for this, and if it looks possible, don't take it personally or try to force them to use it. Instead get stuff they can use.
• Alleycat: Can I be harsh? Major dressing down for the sales manager and a good dressing down for marketing, then tell them to play nicely together. ... The articles are enormous fodder for a sales team, as in: "Did you see xxx article in xxx publication?" ... Through whatever means are available, get the ENTIRE organization onboard. Everyone who earns a living through the company should be abuzz with the latest news about the company they work for. ... My thinking is sales and marketing need to work together a lot better than you've indicated.

Question: How Can I Get My Sales Team To Leverage PR?

Do you have something to add? Feel free, if you like. Even though the question is closed (and you can't earn points for it), the Asker will be alerted to your response.

TIPS & TRICKS: YOUR BIO

If you think you may ask more than one question in KHE over time (and we certainly hope you will), you really should consider spending a few minutes filling in your member Profile Page. The information you list here about your industry and functional experience will help Answerers know how to customize their responses specifically to your needs.

If you're not comfortable revealing your company's name or your niche in the industry, that's fine! Just say as much or as little as you like. Remember, you can choose whether or not to display your email address. And it's a simple matter to update it whenever you like. Just click on My Profile in KHE's right navigation box. (You must be logged in to see the link.)

Think of this as your networking bio - something that will transcend jobs or projects and help you give context to your questions and your answers in the forum. Say it once on this page, and you won't have to explain it over and over again in future posts. Just invite people to click your name to learn more about you.

Have a question? Ask the experts.

Post a brief synopsis below, and invite other members to offer their feedback.

My Question Title

COMMUNITY LEADERS

As of this week, these are our superstars! The Most Resourceful are those who have contributed the most entries to the Resource Library. The Most Expert are those with the highest number of Expert Points (earned by answering questions).

NOTE: These are our top members as of midday January 28, 2005

MEMBER SPOTLIGHT: MEET MROWLAND

Mike Rowland (MRowland) has been a KHE participant since May of last year. Many of his posts reply to questions in the e-marketing arena. You'll find his finance/quant background lends itself well to results-oriented strategic analysis. Read on to learn more about this week's featured member.

Where are you based?
Kent Island in the Chesapeake Bay, just east of Annapolis, Maryland.

What do you do in real-life?
I'm the president of Impact Interactions, a company focused on helping organizations get better results from using the Internet through building stronger relationships online with their customers, prospects and members.

Tell us about your company.
We are a small boutique consulting firm that is under the radar of most larger consulting firms in the same space. Our team has helped build and grow more than 50 interactive sites for top companies including SAP, AARP, Cisco, Cabelas and others. Our approach is to ensure that the organization's Web efforts are clearly advancing the corporate objectives in a strategic and measurable way.

To facilitate this approach, our methodology brings in the best practices we have learned in online lead generation, membership growth, measurement (including ROI) and user experience. To ensure that we are staying current with the best practices in the industry, we also sponsor and facilitate a roundtable for online executives. Current and past members of the roundtable include SAP, Cisco, Mercury Interactive, AARP, Consumer Reports, Sun Microsystems, Apple, HP, as well as top researchers and academics from the online space.

How did you find KHE?
I was recommended to MarketingProfs by a colleague and since I am an online community advocate, KHE was a natural for me to join and participate in.

What kinds of KHE questions do you enjoy most?
I really enjoy a wide slice of KHE. What gives me the most enjoyment is helping others with their strategy in approaching a project. Many of the questions that I answer relate to measurement, ideas for interacting online through websites or emails or newsletters, as well as general marketing strategy. I especially like to help those who come back and add additional comments to their questions after KHE members have given an initial response.

How did you get started in marketing?
I've been in marketing for roughly 15 years, with the last five in online marketing and communities. I moved into marketing after deciding that my previous five years in finance didn't really excite me. Like many others here at KHE, I went back to school and got my MBA in marketing and consumer behavior. Using that knowledge with my finance experience gives me perspective on the quantitative side of marketing, which really helps support the creative side.

Do you have (or have you had) a mentor?
I've been very fortunate to have several mentors along the way. The greatest thing that my mentors have taught me is to be known as an open, sharing person in business. Don't hold your knowledge like it's the gold in Fort Knox. Be a lending library instead. That way, when you need help or advice, others will step up to help you. (This applies perfectly for KHE as well!)

Describe one of your non-marketing interests.
I am a lacrosse nut. In fact, we moved our business to Maryland to be closer to the sport we love so much.

What is the value KHE provides to you personally?
KHE gives me a lot of value through interacting with many talented and helpful people. While I like to answer questions, the members here often provide answers that I wouldn't have thought of based on their experiences. Reading the discussions gives me great insight into how organizations are working marketing-wise, as well as what others are doing to be more effective.

Do you have any advice for new members?
Don't be afraid to post. I have yet to see anyone jump on a new poster for a question asked. But please do a couple of things that will help you get better answers: 1) Do a search first to see if there are similar questions that have been answered in the past; 2) Provide as many details as you can to save the members' time in giving you advice; 3) Award the points you offer, as it really does motivate some members; and 4) Have fun with the forums, they are a great resource.

Is there anything else you would like to say?
See you online!

COMMUNITY STATS

Active Unique Participants (to date): 4,273
Closed Questions (to date): 4,807
Currently Open Questions: 226
Total Responses (to date): 36,052
Subscribers to this newsletter: 13,860

YOUR ACCOUNT SUMMARY

These numbers come directly from YOUR profile. Question Points tells you how many points you have available for asking questions in the forum. Expert Points indicates your standing in the community based on answers you have posted. Visit this FAQ, if you want to know more.

Question Points: %%PointsBalance%%
Expert Points: %%PointsCum%%

Click here to buy more Question Points

SUCCESS STORY

Earlier this week, new member nur500 posted a question in KHE - and now has this to say about the results:

"As a new prospective entrepreneur, MarketingProfs has been instrumental for my new business venture. I was stuck with naming my business and found the Know-How Exchange especially helpful. Within half an hour of posting my question, I had a response -- and they kept pouring in over a 12-hour period. It was extremely helpful to get insightful and valuable tips about how to name my business. Most of the respondents contributed at least two new names. I certainly will use MarketingProfs in the future and cannot wait to receive my newsletters."

The Discussion: Naming My Care Package Business

SPECIAL THANKS

Thank you, nur500 and MRowland, for providing content for this newsletter. And thanks to all the following community members who have emailed or posted suggestions, technical reports or questions in the last week. Your energy drives this community's development. We couldn't do it without you!

Peter (henna gaijin), Billd724, stevea, clara, adam.joyce, bobhogg, SteveB, LittleWhacky, Square Peg, W.M.M.A., wenjim, rmail, Jett, Harry, Google, rstevenson, elvin.chun, nagores, pkemper, , elliemk, CB, loveme_lillian, info, csmitc, km2000, tjh and Deremiah, *CPE.

Finally, thanks to my MP colleagues for making my job easy: Aaron, Sharon, Shelley, Megan, Ann, Roy and Allen.

LAST LAUGH

I like to end with a smile. So this space is dedicated to something amusing I find posted in our forum.

Earlier this month, matetingprofs asked for help coming up with a tagline for an online pet store. You can usually count on tagline threads for some juicy brainstorming and a couple laughs. My favorite part of this one was posted by the Asker:

"I don't think 'canine fashion' appeals to the owner of a large dog as much as, say 'stylish pet supplies'. There's a fine line between wanting your dog to look stylish and wanting to put a dress on her and put her in your purse. I like to think large dog owners are on the sane side of that line."

Discussion: Tagline Needed For Pet Boutique

Forum Feedback: The Know-How Exchange is still young. So we're constantly refining how things work. We have a gigantic list of action items, and your feedback helps us prioritize it. So please feel free to reply to this email with any suggestions. Thanks, in advance, for your time!

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