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Six Questions to Answer Before You Launch a Mobile SMS Campaignby Robert Sanchez
Organizations need to understand the logical progression of leveraging mobile short-message service (SMS) technology in enterprise environments. Here are some common questions and concerns companies have when considering SMS--and some answers to help them jump over the hurdles. more
Don't Let the Medium Supplant the Message: Two Paths to Optimal Messagingby Niren Sirohi
The right message, even if delivered via a suboptimal media mix, can have significantly more impact on a campaign's returns than the most effective media mix delivering a suboptimal message. more
How to Create a Lead-Scoring Systemby Justin Gray
What is the process at your organization for leads that come in through a Web form via your website? Do you give them to a sales rep for follow-up? And do your sales reps sometimes complain that those leads aren't qualified? If your organization is like most, the answer is ... more
Leading for Sales Performance: Can Your Managers Answer These Five Critical Questions?by Michael Leimbach, PhD
To achieve top performance from the sales team, a manager needs the skills and tools to provide clear answers to five simple but profoundly important questions. Together, those questions offer a road map for effective management and a guide to the key skills a high-performing sales manager needs. more
Seven Key Metrics for Rebalancing Your Social Strategyby Liza Hausman
The key questions businesses should ask are, What am I doing to optimize my own site to drive social participation and socially referred traffic? and, How do I measure success? more
Escape the Numbers Trap: How to Target Prospecting for Increased Salesby Ed Tittel, Carl Eidson, PhD
If yours is like a lot of sales organizations, it may have intensified prospecting efforts lately as old customers downsized, cut spending, and, in some cases, went out of business. The problem is that prospecting is often time-consuming, costly, wasteful, and hard on the sales team's morale. Why? They hear ... more
How to Create a Content Strategy for B2B Nurturing Campaignsby Paul McKeon
If you are like many B2B marketers, you have great content-delivery tools--in the form of marketing-automation or campaign-management software--but a short supply of effective content to push to the market. Here's how to create content for the four stages of the buying cycle. more
Four Ways Email Can Strengthen Relationships in Other Channels (and Why You Should Care)by Karen Talavera
most marketers realize how important good email integration with other marketing (especially digital) channels and sales systems is to success. But once you've created a regular email-communications program, are you remembering to strategically use email to strengthen and encourage relationships with your list members in other channels? more
Four Critical Steps to Finding and Fixing Negative Opinionby Michael F. Kelly
Unhappy customers are typically more vocal than satisfied customers, which means that new prospects coming to the market will more likely hear negative things about your brand. Here's what you can do. more
Search Engine Optimization or Paid Search: What Should Your Philosophy Be?by Scott Buresh
Is there a basic philosophy regarding organic search engine optimization (SEO) and paid-search advertising? Is one tactic more favorable than another? How do you know which channel to pursue? Should you do both--and in what proportions? more
What Is Marketing Automation, and Why Does It Matter to You?by Jep Castelein
A new type of online marketing system, marketing automation has recently become popular. What is it, how does it work, and--most important--should you adopt it? Not all companies should. But if yours is among those that could benefit from marketing automation, you'll definitely gain a competitive advantage. more
Start Smart: A 10-Step Mobile Media Guide for B2B Marketersby Christina "CK" Kerley
When it comes to mobile, B2B marketers find themselves more confused than confident. This companion piece to our 10-Step Guide on social media focuses on integrating mobile into the B2B marketing mix. Follow these 10 steps to ensure you start smart, launch strong, and produce mobile programs that deliver high ... more
Eight Tips for Optimizing YouTube Videosby Larry Kim
Video is 50 times more likely to appear on the first page of Google search results than text. But in order for your intended audience to find your video, you need to optimize it for maximum visibility in Google and other search engines. Here are eight tips for optimizing YouTube ... more
Three Key Tactics to Ensure ROI for Your Websiteby Michael Westafer
Successful business owners understand the value of location, and they will go to great lengths to find the right storefront. Unfortunately, many business owners do not have the same discipline in building a website. Instead, many companies slap a few Web pages together and expect business to start flowing. But ... more
Six Ways B2Bs Can Increase Their Marketing Impact With Mobileby Christina "CK" Kerley
When considering mobile marketing for B2B companies, today's marketers are wrestling with some big questions: How can we use mobile to engage our target audience of business professionals? Where do we even begin to integrate mobile media into our B2B marketing plans? more
Your Three-Step Plan for Continual Email-List Growth and Engagement (Part 2 of 3)by Karen Talavera
It's been said before and it bears repeating: When it comes to those traditional three pillars of direct-response marketing, "The gold is in your list." So here are four customer email-address acquisition tactics you should put in place (if they're not already) to immediately grow your customer email list ... more
Better, Faster, Easier: Mobile's Marching Orders for B2B Marketersby Christina "CK" Kerley
How can we make the work activities of our business audience better, faster, and easier through mobile? With more than half the planet currently owning mobile devices, and businesses well on board the anytime/anywhere mobile communications medium, this question serves as a guide for B2B marketers working to develop their ... more
Nine Effective Tactics to Get Opt-In Email Subscribersby David Godot
The sweeter the deal, the better your chances that your visitor will become a subscriber. Many email-list managers offer a e-book or video download or special one-time discount. Those are basic techniques for email list-building. Here are nine more-advanced list-building techniques. more
A Three-Step Plan for Continual Email-List Growth and Engagement (Part 1 of 3)by Karen Talavera
In online marketing, when it comes to lists, the email-marketing list reigns supreme. But for most email marketers, continual email-list growth is the Achilles' heel of email marketing. more
How Not to Build Your Personal Brand: Top 9 Personal-Branding Mistakesby William Arruda
The author sees a lot of personal-branding disasters--efforts that diminish brand value rather than increase it. Here are the nine personal-branding mistakes I saw continually repeated in 2009. Avoid them so you can build a powerful and compelling brand that increases your brand equity. more
The Top Five Things Marketers Must Do in 2010by Joel Book
This year will be another year of key strategic and tactical decisions for marketers. With flat or reduced budgets, marketers will once again have to determine where to invest for the best return. So if you want to get the most juice for the squeeze for your marketing dollar in ... more
The Secret to Success in a Down Economy: Market Intelligenceby Barbara Bix
Especially in a down economy, it's important to understand where the opportunities are--and how to capitalize on them. Luckily, today's companies have many avenues for gathering such information. more
A 10-Question Lead-Generation Checkup Checklist for Your Websiteby Bob DeStefano
Is your website a lead-generation machine? Your website can be your most powerful marketing tool, delivering a steady stream of new business leads and filling your sales pipeline. Find out your website's lead-generation potential by giving it a lead-generation checkup. more
Five Simple Link-Building Tipsby Oliver Feakins
Link-building services are the most commonly outsourced aspect of SEO. The process involves finding qualified and thematically relevant one-way linking partners who will link to your website. Spammy, automated products seldom cultivate valuable links and tend to do more harm than good. Doing it right means link-building by hand. Here ... more
Revamp to Revenue: Five Ways to Turn on the Profits With Your Websiteby Greg Gaskill
In the current economic climate, more business owners need to evaluate their website and revamp it to turn it into a presales tool, lead-generation machine, or even a revenue-producing cash cow. Can it be done? It just takes a few tweaks to turn on the profits. more