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  • Talk to Me: 10 Tips for Translating PR Results Into the Language of Business
    by Diane Thieke
    As communications experts, we should find it easy to convey the value of our services to the business managers in our organizations. Yet many public relations professionals struggle with expressing results in a way that allows senior executives to easily recognize the impact that PR has on the success of ... more
  • Case Story: Boosting Email-Subscriber Satisfaction
    by Stephanie Miller
    Sometimes doing a little more for your email subscribers can make a huge difference. Tafford Uniforms of North Wales, Pa., faced a challenge to engage email subscribers because of two common but seemingly incongruent realities. more
  • Five Tips for Small B2B Companies That Depend on Big Channel Partners
    by Robbie Baxter
    It's a challenge faced by hundreds of small companies: how to get the CXO of a Fortune 1000 company to consider its product. One effective strategy that helped get companies such as Citrix and VMware off the ground is to align closely with a major partner. Building a strong channel, even ... more
  • Three Essential Market-Research Methods in an Online Community
    by John Kembel
    How much do you know about your customers right now, at this moment? A lot of companies can show you composite profiles that describe their target customers, including job titles, needs, obligations, and goals. No doubt about it: It's important to know those things. But relying solely on such information to ... more
  • Case Study: Reviving the Dead List to Grow Email Revenues
    by Kimberly Smith
    All your opt-ins won't stay loyal forever: Interests change, as do expectations about messaging and frequency. Even as your list grows, so will the number of unopened emails. So you should cut off the "dead weight," right? Not so fast, there might still be money to be made. more
  • Take a Deep Breath. Do a Brief Test.
    "Do you know what attracts your readers? What headlines they respond to most? Do they respond to pictures? Do they know what your offer is?" asks Peter Da Vanzo in a recent SEObook.com post. Testing will give you answers, but it can be tedious and costly. Da Vanzo offers the following ideas for quick-and-cheap, ... more
  • Two Xs Mark the Spot
    The current ad campaign from brewer Dos Equis features a fictional spokesperson it calls The Most Interesting Man in the World—a dashing chap engaged in a series of action-oriented vignettes that might remind viewers of vintage undercover-themed television shows like It Takes a Thief or I Spy. Filmed with the ... more
  • Five Tips for Building a Better B2B Website
    What's the definition of a great website? What's the secret to better business lead generation? And what's the first step to building a site that delivers the kind of results you need—when you want them? more
  • Mom Probably Knows Best
    In a post at the Deliverability.com blog, Dennis Dayman presents a short series of off-the-cuff emails that his wife wrote in response to his question about video in email marketing campaigns. Dayman wanted to know whether she—a stay-at-home mom—found the concept appealing. In her first email, she explains that the ... more
  • Tips for That Pivotal Sales Presentation
    Closing an IT sale is a complex process. But in most cases there is usually one pivotal sales presentation that can firmly seal the deal. Darrin Mourer, in a post on the Sales Engineer blog, offers recommendations to help you strengthen and prioritize the key components of your presentation. The ... more
  • When in Doubt, Double Down
    In a piece at The New Yorker, James Surowiecki recounts how two companies—Post and Kellogg—reacted to the Depression. "Post did the predictable thing: it reined in expenses and cut back on advertising," he writes. "But Kellogg doubled its ad budget, moved aggressively into radio advertising, and heavily pushed its new ... more
  • Getting Testy Again and Again
    "Testing can be a powerful tool to move your email marketing program forward," says Kelly Lorenz in a post at the Bronto blog. "Testing can also help you move from 'It depends' to 'It works for us.'" But before you test, she says, you should ask a few questions like these: ... more
  • Seed That Video and Reap Its Harvest
    Good news for all you budding Spielbergs out there: YouTube this month made it possible to automatically seed freshly uploaded videos across popular social networks like Facebook and Twitter, and even news and feed aggregator Google Reader. This means you no longer have to wait for your (undoubtedly stunning) viral somethin'-or-other ... more
  • Stay Away from Plug-and-Play
    Diana Huff offers an interesting warning to small businesses in a recent post at her B2B Marcom Writer blog: When creating a website, keep away from companies that offer "plug-and-play" site templates. These are sites where you "get a template with all the pages you need and you simply plug ... more
  • Matchmaker, Matchmaker, Make Me a Match
    Anyone can claim to design websites. So before you hire a designer, it's important to ask a few key questions. Oliver Feakins of WebTalent recommends starting with a request to see past work. "Reputable firms have a gallery or portfolio of websites that they have designed," he says. "Take the ... more
  • When Problems Arise, Go to the Spot
    In an article at the New York Times website, Michelle Maynard tells the story of Akio Toyoda's secret visit to an Ann Arbor, Michigan, car dealership. The grandson of Toyota's founder—and the man who will soon take charge of the company—was there to inspect the undercarriage of a Tundra pickup ... more
  • Hey! Over Here! We're Buying!
    Good news for retailers! There is one consumer segment that apparently remains ready and willing to buy: Hispanic shoppers. "According to a new study conducted by Experian Simmons for Univision Communications, Hispanics are less affected by the recession, tend to be more positive about it, [and] shop more often," says ... more
  • Barry Schwartz: Practical Wisdom as a Business Tool
    At the MarketingProfs B2B Forum earlier this month, keynote Barry Schwartz, a psychologist and author, explained the concept of Practical Wisdom: the idea that individuals can (and should) hone their judgment to "do the right thing." more
  • Nobody Likes a Wild-Goose Chase
    Chad White of the Retail Email blog was impressed when he recently received an email from Lands' End with this subject line: Free Shipping + 20-50% off summer! Swim, shorts, polos and more. "I really liked this checklist approach to listing departments," he explains. "It feels less like it's pressing ... more
  • Analyze This
    When analyzing the success of your email campaigns, you might be staring right at useful data that goes unused. Take, for instance, the amount of newsletter copy used to tease an article on your website. "Can we really expect more clicks just by playing with paragraph length and number?" asks ... more
  • Try not Pitching at All
    Valeria Maltoni receives four or five press releases on a typical day—and most leave her singularly unimpressed. "'I think you're fabulous' may seem like a good idea for a subject line," she explains at the Conversation Agent blog, "but if you cannot tell me why, as in what about my ... more
  • iPhone Tops Blackberry in Smartphone Loyalty
    Nearly 4 in 10 Blackberry and other smartphone users (38%) would switch to Apple's iPhone as their next smartphone purchase, but only 14% of non-Blackberry smartphone users would switch to a Blackberry. more
  • Ten Essentials of Software-as-a-Service Solution Marketing
    by Peter A. Cohen
    Here are 10 essentials of software-as-a-service (SaaS) solution marketing. 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
  • Achieving Relevance in Direct Digital Marketing: An Introduction
    by Bryce Marshall
    There are five keys to making a relevance-centered approach a reality in your direct digital marketing programs(such as email, websites, mobile, and so on). more

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