Sales

• Online Customer Communities Power Routine Innovationby John KembelPreview
  As a result of its online customer community, a company can get much more than basic product feedback. It gains deep insight into the needs of customers, and creates ever-greater customer loyalty by embracing customers as co-designers. Most importantly, the company goes directly to the source for product enhancements, pulling new innovations and ideas directly from the minds of the customers who use, buy, and recommend its products. This is the holy grail of customer-centered product design. Online customer communities can enable the connections, host the conversations, and facilitate the processes that make routine innovation possible. [Read the full story] Marketing Articles: Sales
• Engagement—A New Information-Based Form of Advertisingby Lester WundermanPreview
  An engagement between a buyer and a seller begins with a single point of contact. It could be as a sale or an inquiry that, with the appropriate follow-up, can be converted into an ongoing experience for both the seller and the buyer. It is such an experience or set of experiences that create what we define as an engagement—or at least the potential of creating one. [Read the full story] Marketing Articles: Sales
• Getting in the Front Door of Prospects: Five Creative Marketing Ideas That Workby Elaine FogelPreview
  How can you build and steward a long-term customer relationship if you can't access your prospect in the first place? To reach those big fish takes creativity, perseverance, ingenuity, chutzpah, and, sometimes, just plain dumb luck. Here are five creative ideas that will get you in the front door. [Read the full story] Marketing Articles: Sales
• Eight Ways Your Company Can Benefit From Bloggingby Mack CollierPreview
  Blogging takes advances in marketing one step further by allowing businesses to initiate conversations with their audience. Gaining a better understanding of your customers allows you to more effectively and efficiently market to them. This, of course, lowers your marketing costs. [Read the full story] Marketing Articles: Sales
• How to Create Marketing Demos That Sell Productsby Amy GesenhuesPreview
  One of the biggest challenges that marketing departments face is producing marketing tools that actually get used by the sales team. You want to create marketing tools that help sell products, not collateral that sits on a shelf. So how do you do it? How do you create a marketing tool that not only gets used but also can reinforce your marketing messaging so that everyone is speaking the same language? [Read the full story] Marketing Articles: Sales
• Multivariate Testing, Part 1: An Introductionby Eric J. HansenPreview
  As web marketers seek new ways to boost conversion rates and improve the site experience of their visitors, interest in multivariate testing is on a feverish rise. But those unfamiliar with the techniques are often unclear about where to start, or how to ensure success. [Read the full story] Marketing Articles: Sales
• Lead-Generation Blueprints in 30 Minutes: How a Company Quadrupled Marketing ROIby Mike GospePreview
  Marketers must continually fight the temptation of executing random, disconnected lead-generation activities to prospects. Success today requires marketers to apply the discipline of campaign development in order to establish a relevant, timely dialog with the target audience. [Read the full story] Marketing Articles: Sales
• Top 10 Things You Should Be Monitoring in Your PPC Reportsby William LeakePreview
  Web analytics tools and pay per click reporting features are becoming more sophisticated, offering savvy marketers vital insights into what's working, what's not, and what needs more effort. But there is so much data available that it can become difficult to determine what to look at and which to ignore. TMI (or Too Much Information) becomes both a blessing and a curse. [Read the full story] Marketing Articles: Sales
• Redesigning Web Sites to Put Customers in Charge of Their Experienceby Jeannette KocsisPreview
  Online users expect more today from Web sites, and competition is fierce. Marketers should be considering how to change their sites to keep up with customer expectations of the Web, and to increase conversions and enhance the brand experience. In fact, all companies with public-facing Web sites may soon be challenged with a redesign. There is opportunity for marketers to take the lessons of customer-centricity and put them to work to optimize customer relationships online. [Read the full story] Marketing Articles: Sales
• The Top 5 Reasons Subscribers Opt Out of Email (and What to Do About It)by Tom KulzerPreview
  There are plenty of reasons for email marketers to pay attention to their unsubscribes. But if we read a bit between the lines, we might find some value by learning both to reduce the number of unsubscribes from our campaigns and to better engage those who stay with us. [Read the full story] Marketing Articles: Sales
• Real-Time Messaging: Targeted Email Communications to Drive Web Site Traffic and Increase ROIby Jeff HassemerPreview
  Much is being said these days about how marketing effectiveness can be increased by targeting customers with the right message at the right time based on customer behaviors and buying patterns. However, many companies have not been able to evolve past text-based confirmation messages. [Read the full story] Marketing Articles: Sales
• Five Ways for Marketers to Effectively Reach CIOsby Sherri LeopardPreview
  Technology marketers have spent decades trying to connect with CIOs. And in an environment where technology is fueling innovation, yet investment capital remains tight, reaching CIOs has never been more important (or more difficult). Here are five proven approaches. [Read the full story] Marketing Articles: Sales
• Increase Your Email Campaign's Power to Persuade: Move, Motivate, and Enticeby Kimberly SnyderPreview
  The ability to move, motivate, and entice consumers within the confines of their inbox is not an easy task. Too often, marketers overlook the tools available to attract and draw customers to open their messages. The inbox is a competitive arena in which you must fight for your open. The battle can be won by effectively utilizing and optimizing four straightforward email marketing elements. [Read the full story] Marketing Articles: Sales
• The Six Cs of Permission Email Marketing, Part 2by Karen TalaveraPreview
  In this second of our three-part series on the six Cs of permission email marketing, we continue to define the permission fundamentals by examining the third and fourth dimensions of permission: Clarity and Confidence. [Read the full story] Marketing Articles: Sales
• How to Sell the Experience When Features and Benefits Aren't Enoughby Jonathan KranzPreview
  Suppose your product features are much like your competitors', and the benefits of using your products or services are similar. Looks like you're on the commodity train. When a typical approach fails to distinguish your business from the pack, it may be time to take your messages into the heart of the customer experience. [Read the full story] Marketing Articles: Sales
• Email Marketing and Small Businesses: Waste of Time or Worth The Effort?by Josh NasonPreview
  For email marketers, dealing with the small business owner can be an ongoing challenge. There are typically three main obstacles to introducing email marketing to a small businesses. [Read the full story] Marketing Articles: Sales
• How to Successfully Moderate a Conference Panelby Jeremiah OwyangPreview
  Sadly, the value of most conference panels is questionable, due mostly to the lack of effective moderation. But done well, a panel can be enlightening and instructive and can serve the needs of the audience (and the speakers) equally well. In other words: Yes, there is a right way to moderate a conference panel! [Read the full story] Marketing Articles: Sales
• Email Appending Is More Than a Processby Reggie BradyPreview
  Most marketers have email addresses for less than half their customers and prospects. If this is the case for your company, it might make sense to explore email appending. Let's first look at the process, and then we'll examine how one publisher implemented its communication plan. [Read the full story] Marketing Articles: Sales
• Five Tips for Marketing in a Recessionby Glenn GowPreview
  Are we in a recession, or poised to enter one? Maybe, maybe not. However, let's assume that the US economy will be in a recession and that as marketers we need to work within that reality. Here are five tips for what you can do to market your products or services in an economic downturn. [Read the full story] Marketing Articles: Sales
• How Email Can Fill up a Store Shopping Cartby Stephanie MillerPreview
  Email can be a great call to action for multichannel customers, particularly in retail but also in B2B marketing. We all know that email can play a powerful role in turning Web researchers and site browsers into buyers. In fact, more and more of our retailer clients are building a specific segment of in-store buyers—and getting results that blow away store managers. Lessons learned in these B2C experiences can also be applied to B2B, especially with the advance of more strategic account management approaches that cross business and geographic boundaries. [Read the full story] Marketing Articles: Sales
• 13 Tips for Tuning Your Web Site to Increase Conversions and Inquiriesby Ann HandleyPreview
  Search engine optimization decrees that there are a certain set of words that people tend to search with. But when those same people arrive on your Web site, a different set of words, called "customer carewords" becomes important. Choosing the right carewords will bring visitors through your Web site... and complete the sale. [Read the full story] Marketing Articles: Sales
• How to Solve Direct Marketing's Five Biggest Problemsby Russell M. KernPreview
  Direct marketers live in an impatient world. A week (maybe two) after a campaign drops, the verdict is in. And if that campaign appears not to be working, it either gets fixed pronto, or the direct marketer gets fired. To avoid being shown the door, the DM manager needs to know how to swiftly solve direct marketing's most common and costly problems. [Read the full story] Marketing Articles: Sales
• How to Expand Your Vision to Include Marketing's New 4 Ps: Pearls, Pumps, Purses & Powerby Gerry MyersPreview
  The traditional marketing mix focused on the 4 Ps of Product, Price, Place and Promotion. Today, marketers need to expand their vision to include the new 4 Ps of Pearls, Pumps, Purses, and Power. To capture the $0.85 that women spend out of every dollar, it is time to rethink how marketers are approaching their jobs. [Read the full story] Marketing Articles: Sales
• The 10 Biggest Business Blunders (and How You Can Avoid Them)by David Finkel and Diane KennedyPreview
  Here are the 10 biggest business blunders, and advice on how you can avoid them sinking you (and your company). [Read the full story] Marketing Articles: Sales
• Five Key Steps to Measuring Your Lead-Nurturing Initiativeby Kathy RizzoPreview
  Whether you are campaigning to gain budget approval to implement your nurturing strategy or need to illustrate ROI for an existing nurturing program (or you are just trying to evaluate your current tactics) effective measurement of your nurturing program is critical. Outlined below are five steps to measure your nurturing initiative and start having it be viewed as a profit center rather than a cost center. [Read the full story] Marketing Articles: Sales
• 11 Lessons Learned From Podcastingby Brian CarrollPreview
  Podcasting can give your company a new image and personality. And, increasingly, podcasting offers the promise of being another highly effective way to reach and develop potential customers. That's only if you can produce compelling, "buzz-worthy" content, of course. [Read the full story] Marketing Articles: Sales
• Halloween Email Advice: How to Revive Your Dead Subscribersby Jordan AyanPreview
  Are dead email addresses haunting your open and click-through rates? If once-active recipients have stopped opening your emails, are no longer actively reading your messages, or aren't clicking on email links, those recipients are no longer in the land of the living. In the spirit of Halloween, here's some advice to determine whether your dying email list can be saved. [Read the full story] Marketing Articles: Sales
• MP 'Classic Truths': If You Don't Measure, You Can't Manage: The Best Metrics for Managing Marketing Performanceby Laura PattersonPreview
  Without metrics to track performance, marketing and business plans are ineffective. For marketers, three primary metrics stand out as a starting point for tracking their performance. Once companies are aware of their competitive position, their desired outcomes, and what it will take to achieve those outcomes, companies will be better able to identify the success factors, benchmarks, and appropriate metrics to meet their target. [Read the full story] Marketing Articles: Sales
• The Experts' Guide to Becoming a Recognized Expert: Get Great Speaking Gigs to Build Your Reputationby Miles GallifordPreview
  Your reputation can be greatly enhanced and reinforced by speaking at industry events. This article provides a checklist to help you win valuable speaking gigs. Invest some time in getting on the stage, and it will pay off many times over in helping you build your business. Follow the tips and tricks herein to maximize the benefits. [Read the full story] Marketing Articles: Sales
• Micro Branding—Macro Resultsby Martin LindstromPreview
  The better you are at involving your customers in the philosophy of your brand, the better they'll understand why you're special. [Read the full story] Marketing Articles: Sales

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