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  • Case Study: How a Private Software Company Doubled Its Email Campaigns and More Than Quadrupled Sales Leads
    by Laurie Lande
    Privately held Pavilion Technologies knows how important it is for businesses to track ROI. But two years ago, its marketing department realized it was having trouble tracking its own ROI. Pavilion ultimately found a solution through a software system that helps monitor all prospects who visit its Web site. more
  • by Whitney Wood
    Part 1 of this series discussed the evolution of customer reference programs and gave guidance on how to create a program that's a strategic asset to your company. Here, part 2 discusses the next steps of customer program evolution... and how to change corporate culture by focusing on customers. more
  • by Nick Usborne
    Recently, we have been seeing more and more emails that take the "instant best buddy" approach: You sign up for some information on a site, and minutes later you receive a breathless email and hear how the author has just taken his kids to the beach, but simply had to ... more
  • by Mack Collier
    The social media landscape over the last year or so has changed dramatically. Companies that were once skeptical about tools such as blogs are now blogging or considering starting one. Unfortunately, many companies that do so still have little idea of how to grow their blog into an integral part ... more
  • by Bill Colbourne
    Each year, we ask decision-makers at a group of 100 leading brands: "At pitch, what are the specific reasons for choosing one agency over another?" In the latest results, "good chemistry" ranked as the leading factor. Here's a full list of the top 20 factors. more
  • by Jerry Bader
    UCLA Professor Albert Mehrabian is best known for his 7%-38%-55% Rule. It states that 55% of communication is attributable to non-verbal behaviors like body language and facial expressions; 38% of communication is attributable to voice, including volume, tone, pitch, cadence, and quality; and only 7% of communication is attributable to ... more
  • by William Arruda
    Over one-third of employers have eliminated a candidate because of "digital dirt"—information about you online that is either unflattering or inconsistent with the image you would like to portray. Digital dirt could be preventing you from getting interviews and ultimately landing your ideal job. So if you have digital dirt, it's ... more
  • Case Study: How an Insurance Company Web Site Achieved Significant Increases in Click-Throughs and Conversions
    by Jennifer Natsu
    By dynamically changing content on its start page to targeted segments of site visitors, along with testing the placement of additional product offerings within the transaction funnel, American International Underwriters upped the conversion rates of several of its products. more
  • by Suzanne Lowe
    How rare is it to see a senior marketer from any professional service firm—even one as prominent as BearingPoint—leading a series of cutting-edge conversations that do not appear to be directed at just his internal colleagues? We checked in with Paul Dunay and learned the extent to which he has ... more
  • by William Arruda
    What if you never had to look for a job again? Try a job search role reversal: Instead of seeking out jobs, have them come to you. That's the future of career management—and for savvy careerists, the future is now. more
  • by Scott Brinker
    Landing pages have become the Omega-3s of Web marketing: if you're not using them and optimizing them ad infinitum, you're squandering your online ad dollars. Or so the landing page optimization crowd would have you believe. In the spirit of probing the pros and cons of this popular post-click marketing format—and, ... more
  • by Scott Buresh
    Many Web sites offer a resource library for visitors—an area filled with articles covering relevant topics to the industry with which the site is connected. The articles may cover how to do something, or they may define an aspect of the industry, but they do not usually directly sell the ... more
  • by David Meerman Scott
    An effective online content strategy, artfully executed, drives action. Organizations that use online content well have a clearly defined goal—to sell products, generate leads, or get people to join a community, vote, or donate money—and they deploy a content strategy that directly contributes to reaching that goal. more
  • by Laura Patterson
    A use case, often created for product development, is commonly used to capture functional requirements. A use case provides one or more scenarios for how a solution/system/product/service achieves a specific business goal. From this perspective, then, another way to think about a use case is as a usage scenario. With a ... more
  • Case Study: How a Marketing Organization Achieved an 80+% Email Click-through via Rich Media Webcasts
    by Kimberly Smith
    When it comes to email marketing to industry executives, standing out from the crowd can be quite a challenge. Such was the case for the CMO Council. When planning for the its 2006 Summit, Council leaders faced the dual challenge of reaching busy members while maintaining the group's reputation for ... more
  • by Michael Antman
    Everyone has heard the common complaint that America is becoming less literate, but the onus for this alleged circumstance is nearly always placed on the reader (or, rather, non-reader) instead of where it often belongs: the writer. Many professional writers seem to have lost the ability to write clear, comprehensible copy ... more
  • by William Arruda
    The ladder is the most enduring metaphor for career advancement, yet it is no longer constructive to think of your career progression as climbing a ladder. In today's dynamic knowledge economy, this sporadic, effortful approach to career management isn't the most effective. Instead, you have to kick over the ladder and ... more
  • by Loren McDonald
    Picture three email campaigns. The first is poorly written, with broken links. The second has a fancy design, but it renders so badly that half the recipients can't see the offer. The third has great content and great design—but gets not-so-great results. Our third entrant—by all accounts the creative "winner"—in fact ... more
  • by Mark Shipley
    In the old days, marketers could use hype and exaggeration to get noticed and people would simply accept it. Not anymore. Today, if you want consumers to pay attention, you had better be truthful. And if you want them to fondly remember your brand, you'd better be emotional. more
  • by Gail Martin
    PR success isn't mysterious. It comes down to a mix of old-fashioned research, savvy trend-watching and good people skills. It is the age-old talent of telling a good story. That's really the essential difference between PR and advertising. Here's the "secret recipe" for telling your business story through public relations. more
  • by Jacquelyn A. Ottman
    In 1994, Philips launched "EarthLight," an energy-efficient compact fluorescent light bulb with a clumsy shape that was incompatible with most conventional lamps; it had a confusing package—and a $15 price tag compared with 75 cents for the incandescent bulbs. Sales languished. more
  • Case Study: How a Manufacturer Increased Sales 30% by Using the Right Vertical Search Engine
    by Laurie Lande
    A Web site isn't much of a marketing tool if your target audience can't find it. Officials at RUD Chain, a manufacturer of high-end industrial chains, discovered that access to a quality vertical search engine was the missing link to getting its Web site in front of key customers. Until a ... more
  • by William Arruda
    Professional success today requires that you change the way you think about your career—by treating career management as an ongoing activity. Creating your personal brand helps you do so—with the ultimate goal of distinguishing yourself. But before you start working on building your brand, you need to adopt a new mindset—the ... more
  • by Peter Cohan
    We often complain that we have too few success stories or lack examples in specific verticals, or in specific geographies, or find that the customers' quotes are bland and lack specific metrics of success. Even worse, all success stories age. Those that are a few years old may cease to ... more
  • by Tim Riesterer
    Do your marketing and sales communications perpetuate the head-to-head competitive bakeoff? Or does it equip and enable your sales people to participate earlier and more effectively in the customer buying cycle? There is an easy way to tell. more

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