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Marketing Articles: Career Management

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Personal Branding Trends for 2012 (Part 2) by William Arruda
Personal-branding expert William Arruda offers six more trends to keep in mind and on top of in 2012 as you continue to build, improve, and polish your own personal brand as a marketer in tune with the times. more
Personal Branding Trends for 2012 (Part 1)by William Arruda
Over the years, personal branding has proven to be an effective technique for enabling career success. But how we build our brands is evolving. Learn six personal branding trends for 2012 that'll help keep you ahead of the pack. more
The Introverted Marketer's Guide to Attending a Conferenceby Lisa Petrilli
Are you an introverted marketer? If so, attending busy conferences might make you very uncomfortable. Here are four ways to break through your challenges and get the most out of any conference. more
Nine Essential Skills for Any Public Relations Professionalby Ford Kanzler, H. Buford Barr
If staying current in today's PR world is important to you, adopt the famous aphorism "Learn as if you were to live forever." This article highlights skills that remain essential--and some new skills you'll need for future PR success. more
CMOs, Gain Power: Don't Let Chief Marketing Obstacles Stand in Your Wayby David Wenger
Where does the CMO fit in at your organization? How CMOs are positioned can affect the influence they have over major decisions. Here are four ways CMOs can gain the power needed to be effective. more
Work With Passion: Lessons From a Successful Hollywood Screenwriterby Pen Densham
There is magic in passion. If you believe in your work, you will take more risks, bounce back from more humiliating rejections, and fight longer and harder for your projects. Here's how I did it. more
The Career-Search Game Changer: Your Video Bio by William Arruda, Catharine Fennell
When you strip away the basic requirements expected of marketers--hard skills and experience--what's left? Everything that can't be said in a resume! Learn how to stand out and let your personal brand shine with a video bio. more
Personal Branding Trends: The Top 11 for 2011by William Arruda
Staying ahead of personal-branding trends will keep you visible and vital in your marketing career. Learn these 11 personal-branding trends for 2011, and let your brand take center stage. more
Job-Market Secrets: How to Build Your Network in 12 Days by Debra Feldman
Networking is the best job-search method and generates more than 80% of new hires. Constantly nurturing your relationships and strategically developing new contacts puts you on the inside track to plum job leads. Learn how to flesh out your network in just 12 days with these job-market secrets. more
Ten Steps You Can Take to Create Compelling Testimonialsby Barbara Bix
Most prospects are not experts in purchasing the types of products and services you offer. So what do they do? They turn to testimonials because testimonials are readily available and because they hope to learn from others' experiences. more
Four Questions to Ask Yourself Before Starting a Businessby Stephen Johnson
Many people are bullish about growth prospects now that the Great Financial Crisis seems largely behind us. But a lack of planning and preparedness will sink many of ambitions to start a business. These four questions can help structure your thinking before you make some important decisions. more
12 Small-Business Marketing Phone Tips for the 12 Days Till Christmasby Kevin Baker
During the holiday season, how do you reconcile the high-pressure needs of your small business with your family's desire to roast chestnuts on an open fire? Having a virtual phone service can help, as can these 12 small-business phone tips for the 12 days leading up to Christmas. more
'If You Want This Choice Position…': Seven Virtues of the Perfect Social Media Leaderby Maria Ogneva
Your social-media manager or director is a critical and strategic hire who will be responsible for formulating and executing your strategy, as well as educating your whole organization and aligning it with that strategy. How can you sift the wheat from the chaff? Here are the seven virtues of a ... more
What CMOs Can Learn From Mixed Martial Artsby Matt Trocchio
Those who think mixed martial arts athletes are merely cavemen pounding each other for sport need to realize that they may well be the strongest personal-branding experts in the marketing world. Those "brutes" are very often better at social media marketing than many self-proclaimed gurus. more
Three Critical Steps for Securing Your Marketing Budgetby Laura Patterson
Now that fall is here, you are likely tackling your marketing plan and budget. The pressure for marketing organizations to justify their spending, prove their programs' contribution to the organization, and demonstrate value is only increasing. These three steps can help ensure you are properly aligned with your organization and ... more
Bambi vs. Godzilla: How to Work With Very Big Clientsby Matthew Stibbe
Who said small firms can do business only with other small firms? If you can get your foot in the door, working for Fortune 500 companies is the smart way to grow a profitable marketing firm. This is how one small company found ways to turn its small size into ... more
Accelerate Your Referrals: Nine Steps to Successby Barbara Bix
If you're like many professional service providers, you get a lot of business from referrals. You get them because you're an expert and you provide excellent service. Nevertheless, that's not enough. Several things need to happen first: In fact, the referral process parallels the buying process that prospects use to ... more
A New Job-Search Paradigm: A Darn Good Resume Is Not Candidate Marketing!by Debra Feldman
Most job seekers start their job-search process with many of the same ineffective steps--holdovers from a time before the rise of technology and social media. A job search, like successful business projects, should be expertly strategized, organized, and implemented. more
Building Loyalty and Corporate Profitability in Eight Productive Stepsby Dianne Durkin
It's no secret that loyal employees are the driving force behind solid, stable, and profitable companies, whereas unhappy, disgruntled, and disloyal employees can quickly bring any company to its knees. Companies that lack employee commitment can change their culture and build loyalty from the inside out by following these eight ... more
How to Ruin Your Brand, Your Business, and Your Career: The 13 Worst Marketing Mistakes, Part 2by M. P. Friedman
This article originally addressed the seven worst marketing mistakes. But seven wasn't nearly enough. The list grew until it reached unlucky 13. Here is the next batch of marketing mistakes you should avoid at all cost. more
How to Ruin Your Brand, Your Business, and Your Career: The 13 Worst Marketing Mistakes, Part 1by M. P. Friedman
This article originally addressed the seven worst marketing mistakes. But seven wasn't nearly enough. The list grew until it reached unlucky 13. Here are the first four. more
Three Key Investments for Improving Marketing Effectiveness and Accountabilityby Laura Patterson
Over half of the responding companies to a recent survey indicated that the biggest barrier to an effective measurement strategy is a lack of budget and other resources; fewer than one-third selected any other issue. How can we break out of the vicious circle and improve our effectiveness and accountability? 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
Video—Personal Branding's Killer Appby William Arruda
It's hard to stand out. There are myriad other marketing professionals with seemingly similar credentials and experience. Yet differentiation is key to your success. How do you cut through the clutter and get people interested in who you are and what you have to offer? more
What I Did Right: How I Averaged 80 Comments and 135 Tweets in My First Week of Bloggingby Lisa Petrilli
My first-ever two blog posts have received 159 comments and have been tweeted 272 times. I'm simply stunned. But my foray into blogging has shown me that it can be a Herculean task to keep up with responding to comments and tweets while balancing clients and life. The reality is ... more