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  • by Terri Whitesel
    Word-of-mouth, or WOM, has become the buzzword in many marketing and advertising circles. Whether you are working in the B2C or B2B space, having your customers tell their friends, family and work colleagues about your product or service is what we all hope to achieve (and translate) into new leads, ... more
  • by Alison Chandless
    Let's face it, sales people are notoriously hard to impress—even when you can get their attention. They tend to be very opportunistic learners; they want information when they need it, not before, and if the content isn't completely relevant to their selling strategies—you've lost them. But your sales organization needs a ... more
  • by Neil Davidson
    Marketers often delegate responsibility for thinking and decision-making to research companies. Yet much of the customer intelligence in these research debriefs already exists within organizations—and in a format that is easier to understand and remember, and is far more engaging, than PowerPoint presentations or documents. It also encourages innovative solutions. Such ... more
  • by Laura Patterson
    If you're the CEO of a small or medium-sized business, your challenges not only include prioritizing the numerous demands on your time, balancing short-term opportunities with long term goals, managing cash flow and long sales cycles, solving resource shortages ranging from funds to people, but also wearing a the variety ... more
  • by Jill Konrath
    To get customers to consider a change to the status quo, you have to give them a good reason. A really good reason. They need to know about the tangible business results they'll get from using your product or service. One of the best ways to awaken prospective customers is to jolt ... more
  • by Ernest Nicastro
    Your direct mail package clears a major hurdle when your prospect opens the envelope. The moment of truth has arrived. The next 3-5 seconds will largely determine whether your marketing effort is a success or failure, because it's during those critical first few seconds that your prospect decides whether to ... more
  • by Jack Covert
    With the start of autumn and a new school year comes a renewed emphasis on learning. That's true for those of us who haven't ridden a big yellow bus for many years. So, among the dozens of marketing books published every year, here are three (plus on bonus title) published in ... more
  • by Lisa Wehr
    One way to increase your conversion ratio is to make sure your Web site is easy to navigate and information is easy to find. In other words, ensure its "usability." Often, search engine optimization and marketing principles benefit a site's usability with people as well as search engines. Here are some ... more
  • by Hank Stroll
    This week: How does a business determine how much to devote to its marketing budget? Unfortunately, there's no magic number or formula. The most common answer is, "It depends." more
  • by Joshua Baer
    Deliverability is overwhelmingly the greatest email marketing challenge. What can you do to make sure your marketing campaigns avoid the obstacles and get delivered for the highest possible ROI? more
  • by Gerry McGovern
    To maximize value on your Web site, focus on your killer content. Delete the filler content. Yes, it's that simple. more
  • by Chetan Saiya
    Compliance, corporate governance and recent legislation such as Sarbanes-Oxley are nothing new to corporate executives who run the risk of exorbitant fines and even jail time for failing to conform to recent mandates. But what's new is this: Accountability for corporate compliance and risk—areas that were once reserved for the ... more
  • by Robert Kaden
    After conducting thousands of marketing research studies and asking hundreds of thousands of questions, the author has come to understand one thing: There are no bad questions, only irrelevant ones. In other words, the majority of questions asked are irrelevant. That is, they don't result in answers that lead to ... more
  • by Lisa Johnson
    Pets are the new people. We've all seen celebrities prancing around with tiny dogs in tutus, or we've read a magazine spread featuring actors and their four-legged companions. Pets are an increasingly important part of the family, and giving them treats, services or special gifts is a fun way to ... more
  • by M.L. Hartman
    Generating leads is easy. There, we've said it. Pick a decent list, say something meaningful, toss in an offer, and plenty of folks will respond. Plenty. If you want more, do it again. But if you want qualified leads—people that can can progress from being prospects to becoming customers and ... more
  • by Huiping Iler
    German Chancellor Willy Brandt once said, "If I am selling to you, I speak your language. If I am buying from you, dann müssen Sie in meiner Sprache sprechen." (Translation: then you must speak my language.) Local-language content can help deliver a more culturally relevant experience to your site visitors. ... more
  • by Richard Arkle
    A case study provides the opportunity to communicate the benefits that your product or service delivers, in the form of practical experiences of a user organization. This is so much more powerful and persuasive than any theoretical arguments you can muster. So why isn't every organization churning out case studies? ... more
  • by Helen Ching
    Customer acquisition directly contributes to your bottom line. Use the following five strategies to help you improve subscriptions to your content—print or online. more
  • by J. Brent Frost
    The truth is that most company interactions with customers take place via phone or email, so a single event may be your one critical shot. It may determine 99% of the perception that a customer or prospect holds about a company. Despite the importance of events, many companies waste ... more
  • by Hank Stroll
    Direct mail remains a successful way to reach customers. The trick, of course, is getting customers to act on the mail. How can a marketer increase response rates? more
  • by Ken Lauerer
    Far too often, agencies and companies alike unwittingly focus on tactics—rather than strategy—in their marketing and communications activities. It's not always easy for companies to pause, step back, and review where they are going. However, if you don't have a clear marketing roadmap, you'll likely be going in circles, ... more
  • by Paul Barsch
    Many marketing professionals are trapped in discerning the best tradeshows, direct mail pieces or advertising layouts. But the truth is that great marketing starts with the "who." It starts with finding the right people and putting them in the right jobs. Indeed, the "whats" are important, but only in context ... more
  • by Gerry McGovern
    Simple is a lot harder than it looks. Indeed, to achieve simplicity, an organization needs to be genuinely customer-focused. Extra investment will be required, as well as a special commitment from designers and management. Is it worth it? Certainly, organizations such as Apple and Google are showing that simplicity can become ... more
  • by Laura Patterson
    A good marketing plan is in essence the Cliff Notes version of the company's current status, how it got there and what if anything needs to be addressed. In other words, a good marketing plan has all the elements of a well-told story. more
  • by John Moore
    As marketers, we are always seeking ways to make our products and services more attractive to consumers. When we do it right, we know we've created marketing juju. Consumers are more than just attracted to these businesses. They are downright captivated by them. Each of these brands creates marketing juju ... more

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