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  • by Kevin Randall
    How can B2B companies truly differentiate their offering and be relevant to customers over the long term? This is where brands come in. more
  • by Bill Comcowich
    This second article in a series focuses on implementing a successful business blog. It dissects the steps of selecting development tools, working out a content plan for launch, making a debut, developing a style and personality, handling responses, monitoring consumer discussion on your subject, and enjoying the process. Here are nine ... more
  • by Jonathan Kranz
    Marketing research isn't just a way to collect opinions, measure awareness, or test positioning statements any more. Packaged correctly, your research itself can be your message. You can turn your results into media stories that attract favorable publicity and establish you or your business as an authority. Or you can ... more
  • by Ignacio Hernandez Jr.
    Last week, we ended the first part of this two-part series with a discussion of the perceived entry barriers to marketing to Hispanics. Now, we take a brief look at the tactics that marketers use to reach the Hispanic market, and discuss in depth Search Engine Marketing as an optimal ... more
  • by Jim Cook
    When Netflix launched in the late '90s, most people thought its developers were nuts. Even with the dot-com era in full bloom, the idea of renting movies via mail struck most as somewhat ludicrous. Looking back on Netflix's startup story, one of the co-founders shares five customer-focused lessons that ... more
  • by Neil Anuskiewicz
    You play by the rules. Your list is confirmed opt-in. You have spent time writing a compelling message and an inspiring call to action. Your graphic designers have designed a stunning custom email. You then send the email to your list but find that deliverability rates are lower than you planned—mostly ... more
  • by Jeff Thull
    Problems cost money. More often than not, however, the only cost that customers and sales people focus on is that of the proposed solution. The most critical cost, the cost of the problem, remains the best-kept secret in the selling world—and certainly the most overlooked. more
  • by Bill Comcowich
    Who doesn't have a business blog these days? Maybe you? Fret no more. Here are the necessary steps to planning and implementing a corporate blog. This first article examines the key decisions on subject, mission, audience targeting, market survey, blogger selection, securing of a corporate champion, and the "go" decision. more
  • by Leigh Duncan-Durst
    While Leigh is a huge Mac fan, her recent experience at her local Apple store was surprisingly underwhelming. In fact, it was bad. While it's possible that the problems she encountered are isolated, there are nonetheless some good lessons for anyone managing a retail merchandising experience. more
  • by Hank Stroll
    We hear of freelance writers, freelance editors and freelance designers, but rarely do we hear of freelance "marketers." But that is beginning to change. Now that telecommuting is commonplace and workers are more mobile, freelance marketers are starting to sprout up all over the place. This week: Where can you find ... more
  • by Ignacio Hernandez Jr.
    The US Hispanic population, with its growing purchasing power and impressive growth in media usage, has companies scrambling for ideas and ways to effectively target this barely tapped market. In this new report from MarketingProfs is solid and hard-to-find data on what organizations are doing effectively to target this market, ... more
  • by Michael Fischler
    To create a complete marketing plan, one that drives near- and longer-term marketing action, I need only four "colors." Here's how structuring the "color set" will help you focus your research, derive relevant conclusions, and then use all that information to create workable, living action plans for your marketing efforts. more
  • by Scott Davis
    After years of paying lip service to the importance of marketing while engineering and design ruled the roost, technology companies are learning that maybe they need to be more like other businesses after all. more
  • by Paul McKeon
    Salespeople are notoriously poor in following up on qualified leads. In fact, experts say, sales does not follow up on more than 70% of leads. Why? Field salespeople in most organizations are compensated, motivated, and managed to focus on short-term opportunities, not on the pipeline. Contrast that scenario with the ... more
  • by Nick Usborne
    Nothing gets the adrenalin pumping quite like an AdWords campaign that delivers a strong ROI. Success brings a big grin on your face when you realize you can invest more in the campaign, expand the base of keywords, and make even more money. The more you spend, the more you ... more
  • by BL Ochman
    Thanks to the time constraints and laziness of both traditional journalists and bloggers, you may be quoted in a story (sometimes at length), without having been interviewed—the victim of a stealth interview. There was a big brouhaha when something similar happened to actor George Clooney recently, but it's really nothing ... more
  • by William Arruda
    Patricia Hume, global VP of Avaya, gives her own views from the top about what she looks for in new hires, why she sometimes hugs her co-workers, and why women just might be the best marketers. more
  • by Jacquelyn A. Ottman
    Old news: Green products don't work, and consumers won't pay a premium for them. New news: Investment in environmentally preferable products and technologies can lead to a potent new source of innovation and competitive advantage. more
  • by Hank Stroll
    Do your customers prefer to get information from email newsletters? Web sites? Blogs? Feeds? A mix? A growing number of users are relying on RSS feeds to satisfy their hunger for information. more
  • by Jim Lenskold
    One of the most exciting and promising developments in marketing is the emergence of something called Net Promoters. First described two years ago in Harvard Business Review, Net Promoters is now being adopted by a growing number of highly respected firms, including General Electric, Intuit, and SAP. What is it? And ... more
  • by Nedra Kline Weinreich
    If you run a nonprofit, you know that marketing is essential to your mission. To many nonprofit managers, marketing equals fundraising and nothing more. But your organization exists for more than just bringing in donations. By using social marketing methods, you can boost the effectiveness of programs and activities that ... more
  • by Jay Pattisall
    Advertising and marketing has changed. What could possibly be the cause of so many beleaguered established players and fortunate newer ones? more
  • by Ernest Nicastro
    If you want to improve the response rate to your direct mail, the answer may be as simple as making a better offer. To paraphrase Don Corleone: Make your customers an offer they can't refuse. more
  • by Sherlyn Manson
    Consumers want to align themselves with brands, employers and even investments that stand for something we believe in and that we can feel good about. Here's how smart companies are responding (and how your organization can, too). more
  • by William Arruda
    What gets a resume more than a 10-second glance? What's the surest way to impress during an interview? Scott Davis, Senior Partner at Prophet and author of two widely acclaimed books on branding, offers must-read career insight. more

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