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Marketing Quick Reads: Strategy

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  • Target Your Marketing Content to Each Stage of the B2B Buying CycleB2B Marketing
    "Marketing doesn't fully understand how buyers use content," warns Paul McKeon in a Pro article at MarketingProfs. "B2B marketing is no longer just in the business of brand management and ...
  • Use Freewriting to Brainstorm in Three Easy StepsSmall Business
    Whether you've run out of inspiration or simply want to refine a good idea, a freewriting session might be the best way to get your best thoughts on the page. ...
  • Matching Search Strategies to Business Goals: Here's Some HelpSearch Engine Marketing
    "The true test of pursuing either an SEO campaign or pay-per-click (PPC) advertising (or both)," writes Scott Buresh in a recent Pro article at MarketingProfs, "is knowing that it all ...
  • Three Ways to Stink at SaaS MarketingHigh-Tech Mktg & Sales
    SaaS [software as a service] companies typically spend more on sales and marketing as a percentage of revenues than their on-premise software counterparts; and for most SaaS providers, customer acquisition ...
  • Four Tips for Making Chatter Into a CRM Power ToolB2B Marketing
    Salesforce.com has released a beta of Salesforce Chatter, its "real-time collaboration cloud" that offers sales teams "a brand-new way to collaborate with people at work." So what exactly does Chatter ...
  • A Four-Part Plan for Harmonious Customer ServiceMarketing Analytics
    "I've recently come across a communication and knowledge management model called DIKW that is about how we act at our jobs," writes Paul Williams at the MarketingProfs Daily Fix blog. ...
  • Want to Get Your Web Video Seen? Do This. Search Engine Marketing
    "It doesn't matter how great your video is," writes Larry Kim in a Pro article at MarketingProfs. "[I]f people don't know it exists, it doesn't have much business value." That ...
  • Tips for Building a Hot Mobile AppMobile Marketing
    In April, Morgan Stanley analyst Mary Meeker issued her report on this year's Internet trends. It included this revelation: Mobile is a hit, and in the next five years, people will ...
  • Don't Make These Four Mistakes With Your LeadsLead Generation
    As you nurture your leads, it's important to remember what "nurture" means. Because the last thing you want is to treat leads too aggressively, and so create a sense of ...
  • Seven B2B Marketing LessonsB2B Marketing
    What's the easiest way to learn a tactical lesson about B2B marketing? By hearing it from someone who's already learned it the hard way. You gain the knowledge—but avoid the ...
  • When Is It Time to Hire an ESP?Email Marketing
    As your email-marketing program develops and expands—and your in-house technology struggles to keep up—you might decide to outsource tech tasks that no longer make for the best use of your ...
  • Four Ways to Kill Off Unproductive Aspects of Your BusinessSmall Business
    If you're like most small businesses, you don't spend much time on internal seek-and-destroy missions that identify and kill unproductive elements. That, says Auren Hoffman at the Summation blog, is ...
  • Tech Buyers Get Serious With Social MediaHigh-Tech Mktg & Sales
    Technology buyers are aggressively adopting social media to help them make business decisions—most often using the new social channels to complement traditional decision-making approaches and information sources, according to a ...
  • Ways That Customer Feedback Can Help Product DevelopmentSocial Media
    Incorporating customers' viewpoints into your business isn't just a fresh form of CRM, it can also make existing and future products better. Community manager Dawn Lacallade says her company Solarwinds ...
  • A Smart Three-Step Process for Responding to ProspectsB2B Marketing
    Lead-gen alert: B2B prospects are "sick and tired of the sneaky ways being used to get their information so a salesperson can 'help' them," writes Dale Underwood in a post ...
  • Tips for Protecting Profits in Down TimesMarketing in a Downturn
    "Saving your budget (and keeping your team employed) in a down economy really boils down to one word: profit," writes Paul Stein in an article at MarketingProfs. "If you're not ...
  • Four Ways to Be an Indispensable Resource to ProspectsLead Generation
    "One of today's hottest B2B marketing topics, along with social media, is content," writes Susan Fantle in a guest post at Marketfish. And if you want your content marketing program ...
  • Summer Studies: Building a Business CaseHigh-Tech Mktg & Sales
    The slower months of summer can be a great time to write up case studies of successful projects you've done this year but haven't had time to brag about. The ...
  • Watch What You SaySmall Business
    When you work with contractors such as copywriters and Web designers, you might not realize that certain casual statements can earn you membership in the "difficult client" category. Rick Sloboda ...
  • Find Your Glory StoryMobile Marketing
    Remember Foursquare, the mobile game where users check in to gather badges and mayorships at their favorite local spots? If you're not a brick-and-mortar retailer, it's understandably hard to imagine ...
  • Stay in the LeadLead Generation
    "[L]et's assume that your current lead generation efforts cost $100,000 and generate 50,000 leads," says Pat McGraw at his blog. "[T]hat's a cost per lead of $2. But if your ...
  • Maximize Sales 2.0 Information High-Tech Mktg & Sales
    Social technologies, which have permanently changed consumer buying habits, have begun to influence B2B buying as well. Prospects compare prices online, use professional and social networks to get third-party opinions ...
  • Mobile App or Site? Choose With Care.B2B Marketing
    Having a mobile app can make sense for a B2B company, says Jennifer Leigh Brown in a post at the B2B Insights Blog. "But there are key considerations when deciding ...
  • When Plain is GoodEmail Marketing
    If we were to suggest plain text for your next email campaign, you'd probably laugh in our faces. "The superiority of HTML email to plain-text email for driving response has ...
  • Freaky FridaySmall Business
    The editors of Fortune came up with a fun idea for the magazine's "Best Companies to Work For" issue: Invite the CEOs of two employee-friendly retailers to trade places for ...

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