Quick Reads: Marketing Strategy

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How to Use Twitter to Boost Buzz, Sales and EngagementSocial Media
In September, UNIQLO UK launched Lucky Counter, a piece of marketing genius that compelled users to Tweet about the company's products. Each time they did, the products got more appealing. How? Lucky ...
Present Your Data, Encourage ActionMarketing Analytics
"The hardest nut to crack in any type of analytics is getting our decision makers (bosses, leaders, marketers) to take action based on data," writes Avinash Kaushik at Occam's Razor. ...
Thoughts About Being a Thought LeaderSmall Business
Don't make the mistake of assuming thought leadership springs automatically from content marketing. "Thought leadership is not created with one, two or three pieces of content," writes Ardath Albee at ...
How IT Vendors and Partners Use Social MediaHigh-Tech Mktg & Sales
Can social media really revolutionize the way people collaborate in the channel? Though many IT vendors now use social platforms to support specific product launches and major events, 32% say ...
Five Ways to Improve DeliverabilityEmail Marketing
"Even in an increasingly real-time Web, email remains a critical channel to embrace for B2B marketing success," says Maria Pergolino in a post at the MarketingProfs Daily Fix blog. "However, ...
Don't Get Linked Out on LinkedInLead Generation
LinkedIn is "one heck of a community for getting to know your prospects and customers," writes Ardath Albee at Marketing Interactions. "[But it] can also expose a lack of integrity ...
Four Steps to Writing B2B Promos That Actually WorkB2B Marketing
In a recent post at Rick Short's B2B Marcom Blog, Short recounts receiving two useless B2B email promotions. The first never explained what the writer's business actually did; the second ...
Three Steps to Highly Qualified ProspectsLead Generation
"If yours is like a lot of sales organizations," write Ed Tittel and Carl Eidson in a PRO article at MarketingProfs, "it may have intensified prospecting efforts lately as old ...
Warning: This May Electrify the Engineer Geeks in Your AudienceHigh-Tech Mktg & Sales
Engineers are smart, competitive, time-constrained, and of course geeky. So how does a high-tech marketer connect with such a consumer segment? Give them what they want: smart, funny content that ...
How Your Social-Media Strategy Is Stifling YouB2B Marketing
Dianna Huff has long been telling B2B marketers that they need to have a strategy in place before they enter the social-media waters. "But here's the deal," she admits in ...
Two Ways to Be Indispensable to Your CustomersMarketing in a Downturn
"One of the truly jarring dimensions of the Great Recession is the death sentence it has imposed on hundreds of brands, even whole companies, that were once familiar parts of ...
Three Ways to Balance Data Collection With Customer ServiceMarketing Analytics
Debra Ellis recently received an unusual question during a visit to her doctor: "Has capturing information replaced service?" he asked. The doctor had recently taken a vacation with his family, ...
Four Rotten Marketing Thoughts to Avoid at All CostB2B Marketing
In a post at the B2B MarketingSmarts blog, Susan Fantle recalls a negative thought recently expressed by a client—one she's heard countless times. "It occurred to me that it might ...
How to Get SaaS Pricing RightHigh-Tech Mktg & Sales
Setting SaaS [software as a service] pricing is an important but daunting task for most early stage start-ups, especially when they don't have a track record. The first task in ...
Four Ways to Maintain Customer Loyalty in a DownturnMarketing in a Downturn
"Customer loyalty matters, because selling more to current customers is easier and cheaper than finding and selling to new ones," writes Chintan Bharwada in an article at MarketingProfs. "Loyal customers ...
How Direct Mail Can Drive Targeted Online TrafficSmall Business
In an article at MarketingProfs, Dean Rieck says a direct-mail campaign might be just what you need to drive targeted online traffic to your website. "According to the 2009 Channel ...
Use a Food App to Hawk a Product Line. Why Not?Mobile Marketing
We love photographing food—local gems we hope to immortalize and share. Now there's an app for that! Inspired by Foursquare, Foodspotting lets users snap pictures of food and share the name ...
How Calls to Action Can Generate Monster LeadsLead Generation
In a post at HubSpot, Kipp Bodnar argues for the integration of your business blog and your corporate website. "Blogs are dynamic; they drive fresh content that prospects and search ...
Old Spice Guy's Viral Coup: How He Did ItSocial Media
From July 13 to 14, "Old Spice Guy" (towel-clad spokesman Isaiah Mustafah) responded to users' Old Spice references at YouTube. Short YouTube video clips featured OSG charming users with witty repartee. ...
Partner With Peers for Profit High-Tech Mktg & Sales
More and more tech vendors are incorporating technology and service specializations into their channel programs, promising stronger partner benefits—provided specific training and business requirements are met. Meanwhile, IT customers are ...
Three Ways to Improve Your Lead-Generation EffortsLead Generation
"Online lead generation requires you to erect just the right-sized barrier," writes Ian Lurie at Conversation Marketing. "Something [just] big enough to keep unqualified, unpromising leads out, while letting interested ...
Three Key B2B Decision Makers and How to Pitch ThemB2B Marketing
"Reps selling into complex organizations need to be enabled with at least three levels of detail," Andy Hasselwander writes in a post at the B2B Marketing Confidential blog: "one for ...
Four Common SEO Blunders and How to Avoid ThemSearch Engine Marketing
In a post at the Online Marketing blog, Lee Odden notes that one of the biggest fears for website owners is a sudden drop in search-engine rankings. Case in point: ...
Dive Deep Into Your Customer's VerticalHigh-Tech Mktg & Sales
Tech companies still find it difficult to design, market and deliver actual solutions to their customers' business problems. Though execs talk internally about solving customer problems, they often come at ...
Spread Your Online Messages OfflineMobile Marketing
Now, even your offline world can have a social element: Sotokolan, whose slogan is "Objects get social," enables you to attach your Facebook page to a custom QR code. (A ...