• Want Spam With That Spam?Writing
  A few years ago, Neil Schwartzman downloaded—but never used—the trial version of an anti-spam software program. "It turned out it was Windows-only," he explains at his blog, "so I never installed it, as I use a Mac. Have done since 1986." Following the download, he received the customary follow-up—one email to ... more
• Enjoy Some Good Holiday CheeseWriting
  As the goblins and ghouls out there munch away on their Halloween bounty, fond memories arise of one apparition we saw a lot of this season—the Monster Mash JibJab "sendable." The e-card uses facial-recognition technology to seamlessly attach the faces of your friends or family to the body of a monster. ... more
• D0n't Do T.hisWriting
  If you visit political blogs, you may have noticed that some bloggers try to outsmart content filters that flag incendiary words by substituting numbers and symbols for letters (e.g., pr0p@ganda), or by inserting periods or spaces where they don't belong within words (e.g., m.orons). Unfortunately, says Karl Foxley, he has begun to ... more
• I Prefer a Smooth BlendWriting
  To be free or not to be free? That is the question many content providers are asking these days. Says SEO Book author Aaron Wall in a Search Engine Land article: "Free content can spread far and get many links, but it won't produce any revenue directly. If it is paid, ... more
• Mind the Big Three Be'sWriting
  Fun fact: Only 13% of the mobile market has an iPhone. That sounds like plenty when you consider how long the phone's been available, but it merits remembering that the vast majority of users—and possibly many in your demo—still don't have one. So how to wiggle into the pockets of non-iPhoners ... more
• The Ho-Ho Heat Is OnWriting
  "The holiday season is the most important time of year for retailers, when aggressive goals are set for increased traffic and sales, both in-store and online," says eROI's Alex Williams in a MarketingProfs article on key takeaways from his podcast with Chad White of Smith-Harmon. As you experience this holiday season's campaigns ... more
• Teaching an Old Brand New TricksWriting
  Good news: You don't have to lose sight of your brand's tried-and-true persona to participate in the quest for deeper engagement at the new social sites. Just think of the social-media generation as a silver-dish serving of people who already want to talk to you; you just need to make ... more
• Here Today, Bored TomorrowWriting
  You've done a great job of cultivating your email list—and your subscribers have rewarded your efforts with extraordinary loyalty. So far, so good. But Mark Brownlow of Email Marketing Reports says such best-case scenarios come with their own unique set of pitfalls: Becoming complacent. When you don't have to ... more
• Good Design Doesn't Just HappenWriting
  Ever wonder how great search results end up that way? Well, in a recent post at the User Interface Engineering blog, Jared Spool says there are no shortcuts to search-result success. According to Spool, "There is no way you can produce a great search-results page [on your website] without spending ... more
• What Would We Do Without You?Writing
  You've probably heard a lot that the days of "push" messaging—a mythical golden age when marketers could feed passive viewers whatever rigmarole the ad department pleased—are dead. So true. But for you, it's not a bad thing; it's a chance to develop long-term, even downright codependent relationships with users. And there ... more
• Does This Look Like Spam to You?Writing
  "We all have opinions about what constitutes spam," begins a post at the Marketance blog. Indeed, while some would argue that meeting the letter of the CAN-SPAM law puts you in the clear, others insist such legislation is merely the jumping-off point for best practices. In the end, spam is ... more
• Cheer-in the Holidays!Writing
  "The pumpkins come out, the days grow shorter, the weather cools, and there's no mistaking that the holiday season is upon us," says Karen Talavera in an article at MarketingProfs. And though marketers face the challenge of lingering recession worries, you can still add holiday sparkle to a subscriber's inbox, ... more
• Prepare to Face a Brave New WorldWriting
  When dealing with the fallout from an economic downturn, we may try to find comfort in the idea that everything will go back to normal come the upturn. But what if we get there and realize "normal" isn't what it used to be? That may indeed be the case for brand ... more
• From the Mouths of BabesWriting
  "I hate shyster pitches on the radio or TV," says Steve Woodruff in a post at the MarketingProfs Daily Fix Blog. "Like the services that want to extract money from your well-intentioned but naive wallet so that they can 'clean' your PC. I want to throttle those marketers." But he ... more
• Just Show Me What You WantWriting
  When you have products or services that customers don't buy on a regular basis—for instance, big-screen televisions or luxury excursions on the Orient Express—targeted email offers based on previous purchases may not be the best way to determine what they want next. That's why Sean Duffy of the UK-based EmailCenter ... more
• They Like Us! They Really Like Us!Writing
  Research coming out of Penn State reports that 20% of tweets—those wee messages published on Twitter—are brand-oriented. And not the way you'd naturally expect. While researchers originally thought they'd find lots of brand engagement in the form of product reviews or referrals, what they discovered was this (hold on to ... more
• Would You Like a Tattoo With That?Writing
  "Hoping to keep its 119 rooms filled," writes Hugo Martín at the Los Angeles Times, "Hotel Erwin on Venice Beach is offering an unusual promotion for its countercultural clientele: an Ink and Stay package that includes $100 toward a tattoo and a bottle of tequila to numb the pain." The ... more
• Make This List, and Check It TwiceWriting
  If you sell products to consumers, the year-end holidays are a make-or-break big deal. So, making sure online buyers find you easily and happily by planning your search strategy ahead of launch is paramount. Derek Gordon provides some useful tips for doing so in a recent issue of VatorNews. Among them:  ... more
• Try an Event-Driven EmailWriting
  In a post at the Email Wars blog, Dylan Boyd praises a recent message from Banana Republic. The minimalist email used simple text on an all-black background to announce an online sale that took place on 09.09.09. The copy read like this: "9 Hours Only! 20% off our favorite styles ... more
• You Can't Not Hire MeWriting
  Thanks to the topsy-turvy economy, many marketing professionals who never planned to make a career change are suddenly looking for work. And if you belong to this job-seeking brigade—or suspect you might soon join their number—it's time to get that resume in order. In a feature at the Editorial Emergency ... more
• Death by Email: A Quick How-toWriting
  There are infinite ways to destroy an email marketing program. And in a recent humorous post at the Deliverability.com blog, Andrew Kordek explains how to ruin your reputation in nine easy steps. It's easier than you think! Among Kordek's "tips": Blather. "First and foremost," he begins, "you need to understand ... more
• STAMP Out the Ad NoiseWriting
  Across all demographics—and yes, we mean all demographics—social networks are where the traffic's at. Because barriers to entry are low and engagement is high, this is perfect turf for marketers who want to communicate with users on a personal level. Best way to do that? Invite them to share in an immersive ... more
• What I'm Trying to Say Is...Writing
  "If you think your website content isn't working for you," says Rick Sloboda of Webcopyplus, "you're probably right. And the realization that you need something better is a step in the right direction. But what's the next step?" He recommends a brainstorming process that wipes the slate clean with two ... more
• Expand Your Local HorizonsWriting
  For the small-business owner, getting your name out via local search is a must. And to many marketers, that means optimizing for Google's universal results. After all, Google is the leader of the search-engine pack these days. But as David Mihm points out in a recent article at Search Engine ... more
• Anecdotally SpeakingWriting
  Not long ago, the friend of a MarketingProfs colleague—we'll call him Pete—sighed in annoyance as he tapped furiously on his iPhone's keypad. He was visibly angry as he explained he had just received "the thousandth email this month" from a major retailer. "I'm sick of it," he said. "I'm unsubscribing. ... more

Writing: See all 274 items

Writing articles by the best and brightest in the field

• Email Marketing Tips for the 2009 Holiday Season by Alex Williams
  The holiday season is the most important time of year for retailers, when aggressive goals are set for increased traffic and sales, both in-store and online. Email marketing is a powerful tool that retailers can use to build their brands and increase sales during that crucial period. more
• Three Strategies for Inspired Holiday Email in Tough Times by Karen Talavera
  The pumpkins come out, the days grow shorter, the weather cools, and there's no mistaking that the holiday season is upon us, even though we're barely past the back-to-school rush. Already, it's holiday marketing time. Yet, in recessionary periods, what is normally a festive season is not all sweetness and light—for consumers ... more
• Top 5 Elements of an Annual Business Plan by Donna Bletzinger
  It's that time again: the end of another fiscal year. Time to assess this year's successes and start planning for next year. What does that mean? It means it's time to write your business plan. A business plan can be hundreds of pages or just a few. Whatever the volume, however, ... more
• Improving Campaign Deliverability for PC and Mobile Users by Wendy Lowe
  All the time spent planning your campaigns seems like a waste if a large number of your email messages are not making it to your subscribers' inboxes. Moreover, the constant evolution of technology means more people are checking their email with their mobile devices. For email marketers, that means one thing: ... more
• 'Hypey' Copy That Converts, and How to Write It by Barry Densa
  Hypey copy is like a fine wine. It has great legs, a fine body, and a rich nose. Hype excites the emotions, stimulates the buying glands, and ultimately converts better- than-dull; drab; "only the facts, Ma'am" marcom-style copy. The challenge, of course, is how to differentiate bad hype from good hype. more
• Seven Questions Local Businesses Should Answer Before Investing in SEO by Kenton Newby
  In the current economic climate, many local businesses are seeking more-effective ways to market. Since their potential customers are increasingly using the Web as a way (and sometimes the first and only way) to find products and services, local businesses realize that their marketing efforts should include at least some aspects ... more
• 10 Practical Tips for Creating Blockbuster E-Books by Jonathan Kranz
  Without careful planning, your e-book may become a sinkhole of confused agendas, missed opportunities, and poor distribution. Here are a few key things that might help you avoid the pains and achieve the gains. more
• Use Surveys to Get Close to Your Customers by John Wechsler
  We all know that it costs less to keep a current customer than it does to acquire a new one. As budgets continue to be pinched and resources diminish, businesses would do well to stop looking at past and future customers, and focus some love and attention on the customers ... more
• Put Crowdsourcing to Work for You: Five Tips for Getting Started by Kimberly Smith
  Some companies are finding that their customers have a truer understanding of their own motivators and needs than even the most-qualified Chief Marketing Officer (CMO), and (what's more) that an outsider perspective may be just what their organizations need. It's called crowdsourcing, and within are some real-world examples and tips for ... more
• In Email, Emphasize Quality, not Quantity by Louis Chatoff
  Email marketing has rapidly become all about quality: the quality of the sender's content and the quality of the sender's email addresses. Keeping the content simple and valuable is the key to crafting a quality email message. Trying to cram too much useless information into a message will leave the ... more
• Eight Tips for Hunting for Revenue Where No Budget Exists—Get to Executives by Steve Lightstone
  It's tough out there. Budgets are being cut. Markets are shrinking. Prospects aren't buying the way they used to. But you can still sell effectively. You just have to think differently. The message is important, but it's effective only if the right people read it. The process that you use to ... more
• Developing an RFP? Seven Tips for Getting the Responses You Want by Gwyneth Dwyer
  You just sent out a request for proposal (RFP). Will it give you the responses you want? Will it set the stage for a great long-term relationship? An RFP is a key step in engaging an outside marketing partner. Don't underestimate its importance. It's not simply a straightforward business communication; it's ... more
• What Banner Ads Can Learn From Billboards by Kim Stearns
  Banner ads are tried-and-true forms of advertising that can deliver great results while driving a return on investment. So why are advertisers so hesitant to use them? Maybe it's because they have been overrun with cheesy, annoying, misleading, and downright dumb content, creating an aversion to this otherwise effective form ... more
• A Two-Step Process for Launching Successful Email-Marketing Campaigns: Find Your Voice, and Segment by Steve Adams
  Email is one of the easiest, most affordable, and most effective marketing tools out there. Nonetheless, launching an email-marketing program can seem a daunting challenge, especially for time-strapped entrepreneurs and small-business owners. more
• Five Top Tips on How to Write More-Effective PPC Ads by Nick Usborne
  Contextual ads, whether delivered by Google, Yahoo, or any other company, are not standalone ads in the way that a newspaper classified ad is. In fact, your pay-per-click ad is simply the connector between a desired keyword or phrase and a destination landing page. So while you may have some wonderful ... more
• Man Bites Giraffe II: A Return Visit With Email Subject Lines From Real Companies by Josh Nason
  When it comes to email subject lines, the Golden Rule hasn't changed: Tell what's inside, don't sell what's inside. If you have something to sell or a message you want to get across, that subject line better be good... or else your prospects might head to a different neighborhood. more
• Nine Email Tactics That Can Put You Out of Business by Gwen Moran
  As the technology and the legal issues around email evolve, so should your email marketing programs. Otherwise, you could misstep, and that could cost you opportunities to communicate with your customers or constituents as well as damage credibility. Here are nine pitfalls to avoid, that can put you out of ... more
• Why All the Talk About Dog Food? by Aaron Strout
  Have you ever heard the expression "eat your own dog food"? It's a concept that essentially means that one is "walking the talk," or leading by example. Many companies have talked about being "customer-focused," but how many really are? Unfortunately, just saying you're committed to doing something is dramatically different ... more
• Anatomy of a Novel-Sized Landing Page, Part 2 by Kim MacPherson
  In Part 1 of this article, the author talked a little bit about the necessary components to a successful landing page: You need "bones" to hold it all together; you need to keep the message on track and motivating by maintaining a consistent theme throughout; and you need to stir ... more
• 25 Ways to Build Trust (and Sales!) with Customer Success Stories by Casey Hibbard
  Capturing the experiences of your most successful customers not only boosts your credibility but also educates buyers and shows them the payoff of your solutions. Here are 25 ways to use customer success stories in your sales and marketing to increase buyers' trust. more
• Email Marketing Success Is All About the Value of Content by Steve Adams
  A great-looking email template is important for establishing credibility and brand recognition with readers; but, as the old saying goes, never judge a book by its cover. The same mentality should always be applied to email campaigns. A nice-looking template means nothing if subscribers aren't engaged and interested in what you ... more
• Webinar Essentials: Five Must-Have Ingredients of Success by Kimberly Smith
  For cooking up new leads or positioning a company as a thought leader and trusted industry resource, webinars serve as an effective tactic. They create dialog and tempt prospects to get to know you better. In fact, webinars can become a company's best lead-generation tool; now get the scoop on ... more
• Anatomy of a Novel-Sized Landing Page (Part 1) by Kim MacPherson
  A good landing page should tell a story. But filling the page with fluff isn't going to sell your product or service. There is a method to the madness behind the creation of a great splash or jump page. And it's a pretty systematic, organized, and detailed method, at that. more
• Email Optimization: How Simple Changes Increase Open Rates, Clickthrough, Response, and Average Order Size by Debra Ellis
  Email marketing is likely your most effective tool for improving customer relationships, building brand awareness, and generating sales. It is also the most abused one. Practitioners of knee-jerk planning rely on emails to bolster a sagging month or fill in the holes left when other marketing techniques miss their mark. Even ... more
• Endurance Training: Five Brand-Building Exercises by Kimberly Smith
  When the slow season strikes, devote some energy to pumping up your brand. These five exercises will show you where to start to best position yourself for the inevitable upturn. more

See all Marketing Articles

Writing case studies, deconstructing real life examples and illustrating lessons learned

• How a Small Company Went Global (Without Breaking the Bank)Lingo24.com
  CASE STUDY: In the age of globalization and the Internet, extending your reach beyond you home market is easier than ever... if you put some strategic thinking behind it. more
• How One Company's Content Marketing Improved Qualified Lead Generation, Boosted Revenue 38%Intellitactics, Inc.
  CASE STUDY: Good content can position your company as an expert in its field, delivering more and better-qualified traffic to your door. Here's how one company leveraged its vendor-neutral whitepapers, podcasts, and more to increase leads, conversion, and (ultimately) revenue. more
• How a Controversial Book Became a Bestseller via an Aggressive Web CampaignVanguard Press
  CASE STUDY: When the current POTUS is the villain of your book, it doesn't matter that you're a best-selling author... because the mainstream media will find it too hot to touch. So what do you do? You go to the Web. more
• How Weekly Reader Boosted Renewals by Altering Its Direct Marketing Package and CollateralWeekly Reader
  CASE STUDY: Weekly Reader, a publisher of materials for elementary and secondary schools, needed to improve direct mail renewal rates, which had been trending downward. A simple redesign and copy change worked to increase the response rate and orders for the fall school year. more
• How Sherwin-Williams Used Digital Collateral for a Newly Launched Product to Engage Retailers and ConsumersSherwin-Williams Company, Krylon division
  You have a snazzy new product and need marketing collateral to show it off. You want to rally your sales force around it, and at the same time excite the retailers who'll carry it. Print won't do. But digital will. more
• How One Whitepaper Generated 500 Leads and Significant PR for a B2B ManufacturerJER Envirotech
  JER Envirotech, a manufacturer of environmentally friendly thermoplastic biocomposite materials, needed to stand out in the green manufacturing industry. Its solution: create a white paper to both explain and build credibility for its offerings. Here's how that led to 500 new leads over 60 days. more
• A Niche E-tailer Sizes Up Glamour... One Customer at a Time, Boosting Sales with a Personalized Web Site ExperienceSydney's Closet
  Five years ago, Sydney's Closet sold only plus-size prom dresses. Since then, however, the company has significantly expanded its lines, and it sought to segment its customers to help deliver content and offers that would be specific to their interests and needs. Here's its approach. more
• How a Bed & Breakfast Inn Boosted Its Bookings with One Video AdMorning Glory Inn
  As a B&B in the highly competitive historic Pittsburgh area, the Morning Glory Inn needed a way to attract more recreational and business travelers. Its Web site, the Yellow Pages, and direct mail initiatives continued to bring in some new customers. But here's how the inn boosted its online visibility through rich media, and learned three valuable lessons on the way. more
• How a Finance Director Left Her Day Job and Launched an 'Engaging Brand' Online via a Podcast and BlogThe Engaging Brand
  A finance director, feeling stifled by the corporate world, launches her own business based in branding and egagement... with only $1,000 to spend. Two years later, she's a blog and podcast star with a successful business. more
• How an Online Business Increased Conversions (Sales) on Landing Pages by Up to 12%AutoAnything.com
  AutoAnything.com, which sells custom-made automotive accessories and performance parts, designed its homepage almost a decade ago. But as e-commerce has become more competitive, the site needed a strategy. After testing different versions of landing pages, AutoAnything.com increased landing-page conversions by up to 12%. more
• How a Marketing Consultant Significantly Increased His Client Base via Social MediaL&G Business Solutions
  Marketing executive and consultant Lewis Green wanted to re-establish his company in January 2004 after moving across the country. With no professional network in place, he figured the best way to promote his business would be a blog. His first attempt failed. But not his second. more
• How a Patient-Support Program Increased Therapy Participation 20%, Upped SalesActelion Pharmaceuticals US, Inc.
  Tracleer won approval in 2001 as the first oral treatment for pulmonary arterial hypertension, an illness difficult for patients to grasp. Tracleer helps patients control the symptoms, but it has drawbacks. Faced with high patient-dropout rates early on in treatment, the drug's maker needed to change patient perceptions. more
• How an Ice Cream Company Increased Revenue More Than 8% a Year With Low-Cost BlogsDenali Flavors
  Denali Flavors creates and licenses premium ice cream flavors for regional and store brands. Its most popular flavor is Moose Tracks, which is made by more than 80 dairies nationwide—but many consumers have have never heard of it. The company needed to generate awareness at a little cost. So it turned to (where else?) blogs. more
• How a B2C Web Site's Landing-Page Tests Resulted in a 67% Jump in ConversionsBabyCenter
  The landing page for a top Web site's most popular search term converted about 30 percent less frequently than the company's general landing page. By simultaneously testing four new versions of the landing page, the site was able to ensure relevance, increasing conversions 67%—and decreasing abandonment rates. more
• How the Kimpton Hotel Group's Affinity-Based Email Program Boosted Bookings Revenue FivefoldKimpton Hotels
  Kimpton Hotels had successfully created a loyalty program, but its email program was lagging. By implementing an email strategy that focused on segmentation and targeting individual preferences, and by adding a corporate branding strategy, the company increased email bookings fivefold. more
• How a Seasonal Business Increased Off-Season Sales With Five Simple Email TacticsBlooms Today
  Business for Blooms Today boomed around Mother's Day and Valentine's Day. But the company needed a way to drive sales during non-peak times. Via a new email strategy, it increased non-seasonal sales—as well as open and clickthrough rates—and grew its email list 40% in just over a year. more
• How Siemens Medical Proved That a Landing Page with a Single, Compelling Offer Is More EffectiveSiemens Medical Solutions
  Siemens Medical Solutions wanted to elminate links that were secondary to the main offer on landing pages. But Marketing needed to prove its case to other departments. The approach? Test, test, test. more
• How Garden Fresh Realized a Huge Gain in Web Traffic and Longer-Term Loyalty via EmailGarden Fresh Restaurant Corp.
  Garden Fresh Restaurants sought to increase customer engagement with its "Club Veg" loyalty club, totaling more than half a million opt-in members. Its two interactive email campaigns worked like a charm -- leading to huge increases in site traffic and boosting customer loyalty. more
• How a State Agency's Anti-Smoking Campaign Effectively Reached Teens via the Web, TV and Live EventsColorado State Tobacco Education & Prevention Partnership (STEPP), a division of the Colorado Department of Public Health & Environment
  One of the more successful tobacco control programs is the "Own Your C" campaign commissioned by the state of Colorado, which has effectively found ways to resonate with this hard-to-reach demographic. more
• How a Tiny Manufacturer Convinced Apple to Stock Its Product and Tripled SalesWi-Gear, Inc.
  Wi-Gear, an independent manufacturer formed in 2004, was focused on one product—a wireless Bluetooth headset—geared toward the Apple iPod. It had a tiny sales and marketing budget and no outside capital. It needed to grow its distribution from just online sales to other retail outlets, preferably Apple Stores. But plenty of competitors also made wireless headphones for iPods, and they too wanted to get into Apple's stores. more

Writing: See all 34 case studies

Writing online seminar broadcasts from the best minds in marketing

• Word Perfect: Rewrite Your Website to Engage Customers and Inspire Their TrustAttendee rating:  - Oct 29, 2009
• Create Once, Deliver Twice: Spreading Content Across Social NetworksAttendee rating:  - Sep 3, 2009
• Extreme PowerPoint Makeover: Transform Your Data-Driven Presentation Beyond Bullet PointsAttendee rating:  - Apr 9, 2009
• Lose Control of your Marketing: The NEW New Rule of Marketing & PRAttendee rating:  - Jan 7, 2009
• Content Marketing: How to Position Your Company as a Trusted Expert ResourceAttendee rating:  - Dec 4, 2008
• Email Customization: Getting Personal to Deepen Relationships, Generate Additional Sales, and MoreAttendee rating:  - May 22, 2008
• Identity Marketing: Using PR to Reach the Minds (and Wallets) of Today's Diverse ConsumersAttendee rating:  - Apr 24, 2008
• Telling a Story that Sells: Case Studies with HeartAttendee rating:  - Feb 14, 2008
• Generating Leads With Compelling White PapersAttendee rating:  - Feb 8, 2008
• Promotions: Instant Gratification for Small Business MarketersAttendee rating:  - Dec 14, 2007
• Customer Carewords: Words on the Web that Make the SaleAttendee rating:  - Dec 13, 2007
• Get More Customer Mindshare: Developing a Rock-Solid Value PropositionAttendee rating:  - Nov 29, 2007
• Publicity Power Tool: Building a Great Online Press KitAttendee rating:  - Nov 15, 2007
• Post-Click Marketing: How to Make Your Landing Pages Hit, Not MissAttendee rating:  - Sep 13, 2007
• Small Business Series: Positioning, Naming and TaglinesAttendee rating:  - Jul 20, 2007
• Arm Your Sales Team with Collateral That B2B Prospects Really WantAttendee rating:  - Jul 19, 2007
• Customer Message Management 2: Confuser or Clarifier? Creating Customer-Relevant MessagingAttendee rating:  - Jun 8, 2007
• Customer-Centric Communications: It's All Different NowAttendee rating:  - May 24, 2007
• Delivering Presentations That Make the SaleAttendee rating:  - May 3, 2007
• How to Develop Quality e-Newsletter Content Without Breaking the BankAttendee rating:  - Apr 19, 2007

Writing: See all 35 seminars

Writing marketing downloads for the busy professional

• Lead Generation How-To Guide
  Great product, great sales team, great marketing collateral - now what? People to sell to, of course. Put your lead generation tactics under the microscope with this enlightening how-to guide. Get more and better qualified leads, faster today.
• Paid Search Advertising Template
  If you're a little intimidated by the prospect of Paid Search Advertising, seriously, join the crowd. Here it is though -- a guiding light through the complex waters of Paid Search Advertising. We assembled a 30-page template to make learning and implementing a successful paid search advertising campaign for your firm as easy as possible.
• Benchmark Survey: Communication Skills
  Link directly to the raw (aggregate) data in this 2005 survey about the skill level survey respondents have in various ways of communicating. With access to the raw data, you can view the results, and even filter them to see how a subset of companies in your country or industry answered. In this way, you can interpret the data in the most meaningful way for you.

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