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  • by Ruth P. Stevens
    Business marketers spend more than $20 billion annually on tradeshow marketing, and another $15 billion on proprietary corporate events, such as client conferences and road shows. But most business marketers are unclear about what value they are getting from their investment. The best value results from a combination of careful planning, ... more
  • by Nathan Kaiser
    Jimmy Wales is the founder of Wikipedia, the world's largest free online encyclopedia. In its development, Wales created a community of volunteers who have published over 800,000 articles. Here, Wales offers some insights to his business and its philosophy, and he talks about what's next in the wiki world. more
  • by Michael Webb
    When your company is well synchronized with market needs, prospects buy and money flows. Unfortunately, few companies can maintain a constant flow. Salespeople churn out demonstrations, samples and proposals. Marketing departments churn out newsletters, ad copy and brochures. But not enough prospects close. What makes the sales funnel flow faster? more
  • by Barry Silverstein
    A breakaway brand is a great brand that is built to be a winner over the long term. Time after time, a breakaway brand leads its category, generates high awareness and grows market share, despite intense competition. Nike, Apple's iPod, and JetBlue exemplify breakaway brands. While the approach may vary from ... more
  • by Scott Buresh
    A good guarantee should not only appeal to the base emotion of a potential purchaser but also afford some real protection that the purchase he or she is making will provide meaningful results. Unfortunately, many of the most popular types of guaranteed SEO do not. Here's what really matters. more
  • by Stephen Shaw
    A commitment to pleasing customers should be much more than a marketing claim (or an interface that can be capriciously switched off) but a core principle that guides every decision. All that should ever matter is what really matters to customers. more
  • by Tim Kitchin
    Value chains are replacing brands are the most powerful weapon in the marketing arsenal. While still widely perceived as source of risk, value-chain transparency actually offers brand owners an opportunity to create new forms of value for customers at an emotional and ethical level—the level where brands have traditionally operated. In contrast ... more
  • by Jerry Fireman
    Just as understanding the requirements of your market is important in selling a product or service, understanding the needs of the relevant media is critical in a successful public relations effort. more
  • by Jeff Thull
    Gaining access and connecting to executive decision makers is a challenge of most sales professionals. Here are seven common challenges that sales professionals need to resolve in order to effectively engage the executive suite. more
  • by Robert Kaden
    Why are companies constantly changing their advertising message? Why do 95% of all new product introductions fail? Why is so much money wasted on poorly conceived marketing programs when research could illuminate the way? What prevents so many marketing people from using research effectively is one of three things. more
  • by Hank Stroll
    When it comes to promoting technological devices, it helps to focus on the product's benefits. But, sometimes, promoting a complex menu of benefits isn't easy. Here's how to approach the issue so that prospects can quickly understand how benefits come into play. more
  • by Paul Marsden, Martin Oetting
    Mention the words "consumer empowerment" to marketers, and most will shrink away from you like a vampire from light. Conjuring up all sorts of evils, consumer empowerment is considered a stake in the heart of marketing. PVRs, pop-up blockers and on-demand media empower people to avoid advertising and make a mockery ... more
  • by Marti Barletta
    Women age 50+ constitute a market force to be reckoned with. These women are in their prime—this is the healthiest, wealthiest, most influential generation of women in history, and terms like mature (overripe), middle-aged (frumpy) and senior (out to pasture) fail to convey their vitality and potential. These women should be ... more
  • by Scott Buresh
    Very often, the people who first recognize the potential benefits of professional SEO are not the key decision makers. They are the people on the front lines of the organization—the ones who deal with prospects and customers every day. But proposing professional SEO as a new marketing initiative to the ... more
  • by Matthew Syrett
    Despite being little known in the North America and Europe, Chance Discovery has groundbreaking implications for Western marketing analytics. It endeavors to solve a longstanding paradox of standard quantitative marketing analysis: how to find new opportunities in our data that have yet to be realized. In other words, Chance Discovery moves ... more
  • by Sandra Clutter
    As the evidence shows, a white paper can be a powerful and persuasive marketing vehicle. Provided, of course, that the reader actually reads it. Here's how. more
  • by Bob Hanson
    While a marketing webinar is the most common use of one-to-many Web collaboration services, it is by no means the only way of leveraging Web events. Webinars, which offer a lower cost-structure than live seminars, can be used in diverse ways to cut marketing, sales, and product development costs and ... more
  • by Rok Hrastnik
    RSS is getting much media coverage. But very little is being said about the full circle of RSS marketing power. The truth is that RSS goes far beyond "simple" blogging or news delivery. RSS can be fully integrated in most marketing activities, having the power to extend them and increase ... more
  • by Gregory Pollack
    Marketers always have to adapt to changing consumer demands, consumer tastes, shifting customer priorities, economic downturns, economic upturns, savvy consumers and buyers just looking for something new. But before marketing can affect a change with either a new product offering, or reinvigorate a new brand, there's one constant that remains. ... more
  • by Garry Upton
    Although companies have for years relied on marketing research to better serve customers and identify new markets, the way they are seeking research today has changed. For those of you who (for better or worse) are becoming involved in research requests concerning customer, employee and/or general marketing issues, consider the following ... more
  • by Jonathan Kranz
    Is there a better way to support sales? Is there something you can leave with prospects that's just a bit more memorable—and more effective—than the standard brochure with its forced march through company "visions," product descriptions, and corporate bios? Yes, indeed. Here are eight suggestions, not as comprehensive answers to every ... more
  • by Rok Hrastnik
    As an alternative to email, RSS is becoming an increasingly important content delivery channel that allows marketers to deliver all of their content, fully upgrade all of their marketing initiatives and establish lasting client relationships. From direct marketing, PR, e-commerce, internal communications and online publishing to SEO, traffic generation and customer ... more
  • by Barbara Bix
    If your sales cycles seem to be dragging, it may be time to revamp your communications plan. Done well, your communications programs can generate demand for your solutions, create a sense of urgency, attract prospective buyers' attention, and keep you high on their radar—all without sales intervention. Your communications ... more
  • by Ted Mininni
    While business executives quite correctly view that innovation built into new products and services is important, few have understood that the cornerstone of groundbreaking innovation is design. And even more importantly, design encompasses far more than the development of innovative features to products. more
  • by Hank Stroll
    Turning online lookers into buyers takes work. You have to ensure the site is intuitive, in that visitors can find what they want and there's a clear path of for them to follow. more

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