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  • by Judi Schindler
    While most people think of public relations as media relations, there are times when either you can't reach your audience through print, broadcast or the Internet, or you need to supplement your media program. That's when you need to think about face-to-face marketing—placing clients directly in front of targeted audiences ... more
  • by Laura Heinrich
    B2B sales happen over a period of several months as trust builds between the prospect and the seller. Webinars may be used not just to bring new leads in the door but also to move existing leads through the pipeline to a final contract. Rather than a one-hit approach, you need ... more
  • by Gary Katz
    What does "best practices" in Marketing Operations look like, and how do industry-leading companies operate and integrate this highly valuable function? Marketing Operations Partners recently polled more than 80 marketing leaders to find out. more
  • by Anna Billstrom
    Long-term, lifecycle emails train a customer into becoming a better one, and they enhance the relationship between customer and company. It's sometimes hard to sell to the finance group that lifecycle emails work. And now, with trends going toward social networks and word-of-mouth networking, how do lifecycle emails compete? Here are three ... more
  • Case Study: How an Email Marketing Solution Startup Signed up 300 Customers in 7 Days
    by Nettie Hartsock
    This past spring, Mad Mimi's marketing challenge was to create a big splash in the crowded pool of email marketing providers. With no ad budget, the company reached out virally to certain segments of the tech community, including bloggers. The result: a grassroots-driven awareness, positive buzz, and some 300 new ... more
  • by Sandra Zoratti, Mark Weishaar
    What's this new buzzword "TransPromo" all about? The term is heard more and more frequently in industry circles today, at conferences, trade shows, and even in boardrooms. So just what is TransPromo? more
  • by Mike Schultz
    The "need" for differentiation is so well accepted, it's considered simplistic to even make the case for differentiation. Why make a case for something everyone already knows? I disagree. Put some further thought in it. Most everything I've read and heard about differentiation is wrong. I suspect the same is true ... more
  • by Kimberly Snyder
    All email marketing managers search for ways to grow their subscription files, and many options and opportunities exist to grow subscription files organically. Unfortunately, some email marketers still rely on purchasing permission-based lists as a means to increase their email file. By doing so, however, they settle for a quick fix ... more
  • A Sample Social Media Toolkit
    by Chris Brogan
    There are countless ways to get into the game with Social Media. Check out these few sample Social Media tools and see how they can be used effectively and efficiently. more
  • Case Study: How a Video Podcast Series Garnered a Top Industry Award and 68,500 views in 12 Months
    by Nettie Hartsock
    Last spring, telecom player Tellabs launched its "Get Schooled" video-podcast series as both a way to communicate with customers as well as showcase the depth and breadth of its offerings. Get Schooled did that and more... generating tens of thousands of views, landing a coveted interview, and garnering an industry ... more
  • by Eric Hansen
    In his last article, the author defined multivariate testing and how it can optimize your Web marketing, as well as five common errors to avoid. Now, he looks at what to measure in your tests and how to define your criteria for success. Before you start formulating a test hypothesis, or ... more
  • by J. Mark Carr
    Launching new products, services, or segments is the lifeblood of growth for most organizations. Yet, despite its importance, the launch process is often mishandled or assigned inadequate resources. Many of the mistakes that companies make are basic—yet frighteningly frequent and consistent across various types of businesses and industries. Here are six common ... more
  • by Lisa Cramer
    Today, leads flow to Marketing from ever-increasing online sources—email campaigns, the company Web site, Google AdWords and Google searches, webinars, online advertising, blogs, and virtual trade shows—as well as from traditional marketing activities. The sheer volume of leads, or "suspects," can be overwhelming. How does Marketing prioritize all these suspects? more
  • by Gary Levitt, Rob Lubow
    The modern email inbox is a perpetual promotion machine of colors, styles, and sales pitches all fighting to be seen. In an attempt to break from the herd, many email marketers ironically adopt a herd mentality of more clutter, more content, more, more, more. This misguided pursuit of increased visibility merely ... more
  • Case Study: How One Whitepaper Generated 500 Leads and Significant PR for a B2B Manufacturer
    by Nettie Hartsock
    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
  • by Dean Rieck
    Isn't direct mail pricey? It can be. But don't think that you have to create big, flashy mailers. In fact, when your goal is to generate sales leads, simpler, cheaper formats often work better. Here are five basic direct mail tools that you can use to generate sales leads quickly ... more
  • by Laura Patterson
    You've probably heard phrases such as site optimization, search engine optimization, event optimization, and campaign optimization. A more recent concept with broader application to marketing is the idea of marketing optimization. more
  • by Ted Mininni
    As marketing managers seek to keep their brands fresh and relevant, many are tempted to jump on the latest trends and fads. You know: online and major media advertising with new imagery... new slogans and taglines... new product packaging... all playing to the latest pop-cult phenomena, hot colors, and new ... more
  • by Dan Forootan
    Marketing professionals know that careful, accurate, and constant campaign tracking and analysis are just as important as delivery itself. Your email marketing campaigns, integrated with Google Analytics, make this possible—and easier to do than ever before. more
  • Case Study: A Niche E-tailer Sizes Up Glamour... One Customer at a Time, Boosting Sales with a Personalized Web Site Experience
    by Nettie Hartsock
    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
  • by Roy Young
    Luanne Tierney, Senior Director US and Canada Channels Marketing at Cisco, has had a 20-year career in technology marketing—the past 12 years at Cisco, and before that at Apple, HP, and 3Com. She is a "Marketing Champion," because she drives cash flow for Cisco by helping channel partners market more ... more
  • by Stephanie Miller
    Email marketers are perpetually caught in the middle. On the one hand, we are celebrated for being the go-to resource for generating short-term revenue results. On the other hand, the applause dies down when the budget talk comes around and we continue to be handicapped by limited investment and strained ... more
  • by Tom Kulzer
    Building a list of responsive subscribers via a Web site that has a bit of traffic and quality content is surprisingly easy. But sometimes, when working with users, we're surprised to see low conversion rates. So, we take a look into just why that might be. Here are five factors ... more
  • by Lee Erickson
    By looking at your company's readiness in conjunction with your market, your competitors, and your buyers, you'll be able to determine what the potential is (or isn't) for social media. What's more, you'll be able to assess where you should be diving in, or what's a realistic starting place. more
  • Case Study: How a Bed & Breakfast Inn Boosted Its Bookings with One Video Ad
    by Nettie Hartsock
    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 ... more

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