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  • by Julie Rosefsky
    While getting people to enter your site through the home page of your Web site is ideal for conversion, occasionally visitors will enter through a sub-page, not designed for that same means. Marketers need to regularly utilize Web site analytic tools to keep a watchful eye on all pages, to ... more
  • by Veronica Fielding
    Search engine optimizers typically label themselves as "white hat" or "black hat" to identify their basic philosophy, approach and methodology for SEO. As with most things in life, SEO probably isn't as much "black" and "white" as a spectrum of gray. And more importantly to marketers, the question isn't so much ... more
  • by Michael Perla
    At its essence, the marketing funnel is an effective tool to use in evaluating what activities you are successfully executing along your closed loop marketing process—branding, targeting, closing deals, and looking for ways to add incremental value to existing customers. Like most framework tools, it can enable you to identify, ... more
  • by Jeffrey Mucci
    A company's name can command a tremendous amount respect and equity with customers. Likewise, employees who possess a great amount of pride in working for a world-class organization can be a greater asset than sometimes realized. If companies can take these ingredients and begin to change the culture to one that ... more
  • by Kelly Goto
    What do companies like Nordstrom, Jet Blue, Amazon and Dell have in common? They have built their brand value on providing a positive experience for their customers on- and offline. Successful companies match business objectives with customer needs. They combine ongoing testing, feedback and improvement cycles into their daily practices and ... more
  • by Hank Stroll
    It's the time of year when many businesses start thinking about sending their clients appropriate gifts to thank them for their business. There's no strict rule of thumb with gift giving, but here are some valuable ideas. more
  • by Gerry McGovern
    The Web requires leadership if it is to achieve its full potential. Such leadership will rarely be given by senior management. Guess what: that means it's up to you. more
  • by Scott Buresh
    Expert search engine optimization is an ongoing process. It is a process of honing and refining, while simultaneously expanding. It is a process of protecting and bolstering while also minimizing the risk of setback. Recurring costs for search engine optimization should go primarily toward increasing the value of the campaign ... more
  • by Geoff Dillon
    Even a small market share can be remarkably difficult to obtain with a new offering in a highly competitive market. A "shoot for the middle" strategy ignores that there are already plenty of competitors fighting over existing positions within the core of the market. But by owning an identifiable market position ... more
  • by Jay Bower
    OK, you got your prospect to raise his hand and seek out further information about your product or service. Now comes the really hard part: turning him into a buying customer. Here are 10 ways to address the challenge and improve your conversion rates of browser to buyer. more
  • by Leigh Duncan-Durst
    In addition to the skills required 10 years ago, today's marketer must possess more sophisticated marketing skills and a slew of other core competencies. Along with a keen understanding of the creative development process, marketers today must demonstrate capability with business case development and project management. Quantitative analysis skills and ... more
  • by Jonathan Kranz
    The secret to successful copy is in all the thought, work and research you do before you write a single word. In the following 10 tips, Kranz lifts the curtain to reveal the backstage mechanics you can leverage for more effective copywriting. Get the full story. more
  • by Jeff Thull
    The way most companies are selling solutions just doesn't work in today's business world. Things have gotten so complex that most customers can't even comprehend what their problems are, let alone distinguish between you and your competitors. The answer is to quit selling your solution as you would sell any other ... more
  • by Ken Fenyo
    As a rule, pre-merger expectations don't measure up to long-term results. Up to 70% of merged companies don't achieve their predicted revenue synergies -- a problem that's further complicated when companies have multiple brands and serve a variety of customer segments. If the newly combined company hopes to meet expected growth ... more
  • 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

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