• Marketing: Beware of 'Outkicking the Coverage' by Laura Patterson
  Although football metaphors abound in business, this article explores the idea of "outkicking your coverage," which is when an overly strong player can actually be harmful to a team's performance. "Outkicking" refers to when an exceptional punter kicks the ball so ...
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• 11 Tips for Challenging Government-Marketing Myths and Reaching Buyers by Becky Sheetz-Runkle
  Just as selling to government is different from selling to any other industry, marketing to government requires a distinct approach. Although there is no shortage of ways to reach government buyers, some ways are better than others. To help shatter ...
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• Live Together, Suffer Alone: Understanding the Cross-Channel Mix (and Why Yours May Not Be Working) by Keith Kochberg
  Today's marketers are challenged to implement multiple techniques—from search to affiliate to media advertising and more—to achieve different results. Each channel has its own set of rules, its own potential results, even its own manager (whether outsourced or in-house) to ...
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• The Real Holy Grail of Professional Service Firm Marketing and Business-Development Effectiveness by Suzanne Lowe
  To grow revenue and market share, professional and B2B service firms keep looking for the business version of the Holy Grail in all the wrong places. All too often, those ballyhooed initiatives fail to deliver on the expectations of increased effectiveness ...
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• Social Media Reality-Check by Brandon Walsh
  Is the social-media explosion a "big bang" that's creating a whole new brand-communications paradigm, or is it part of an ongoing evolution whereby focused brand-building principles are not only still relevant but more important than ever?
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• Setting Performance Targets: The Ins and Outs in 10 Steps by Laura Patterson
  Despite the emphasis on and progress in marketing performance measurement and management over the past decade, research continues to show that the link between marketing and the business still needs to be stronger and clearer.
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• Trust Agents: The New Digital Natives by Chris Brogan, Julien Smith
  What are so-called Trust Agents? Trust Agents have established themselves as non-sales-oriented, non-high-pressure marketers. They are digital natives using the Web to be genuine and to humanize their business. They're interested in people (like prospective customers, employees, and colleagues), and ...
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• Why CMOs Need to Instill Better Measurement Discipline... Now by Jim Lenskold
  Putting a measurement discipline in place involves going beyond the occasional campaign measurement or results tracking; it means establishing standard processes across the organization. Within large marketing organizations there are usually a few measurement "champions" who recognize the benefits of and ...
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• Measuring What Matters in Email Marketing, Part 1 by Karen Talavera
  It's high time for email marketers to assess campaign performance in terms of the business and marketing goals, objectives, and contribution expectations that matter. So how do you figure out what matters? Hint: There is no one-size-fits-all answer.
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• Jump-Start Marketing Accountability: Three Ideas for Giving CFOs and CMOs Something Better in Common by Kevin Clancy, Peter Krieg
  We're five or so years into the "Era of Accountability," and what do we have to show for it? Is marketing any closer to demonstrating to CEOs and CFOs what they're getting for their money? Are we marketers more comfortable ...
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• Software Sales: How to Do More With Less by Tim Keyes
  "Do more with less." That is the challenge for software marketers today: to get better results from their marketing programs on increasingly smaller budgets. It's important for software marketers to analyze the effectiveness of their programs and determine their return on ...
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• The Customer Lens: An Approach to Customer Touch-Point Analysis by Barre Blake
  Few marketers would dispute the statement that it is the sum of all customers' interactions with a company, over time, that ultimately creates or destroys that company’s brand value. Yet few companies take the time to look at their own ...
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• Talk to Me: 10 Tips for Translating PR Results Into the Language of Business by Diane Thieke
  As communications experts, we should find it easy to convey the value of our services to the business managers in our organizations. Yet many public relations professionals struggle with expressing results in a way that allows senior executives to easily ...
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• Four Four-Letter F-Words That Stall Your Career by William Arruda
  If you want to get ahead in your marketing career, stop using four-letter words that begin with the letter "F." No, we aren't talking about THAT word. (Although cursing your boss is probably not going to get you very far, either.) ...
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• Five Tips for Small B2B Companies That Depend on Big Channel Partners by Robbie Baxter
  It's a challenge faced by hundreds of small companies: how to get the CXO of a Fortune 1000 company to consider its product. One effective strategy that helped get companies such as Citrix and VMware off the ground is to align ...
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• Ten Essentials of Software-as-a-Service Solution Marketing by Peter A. Cohen
  Here are 10 essentials of software-as-a-service (SaaS) solution marketing.
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• Data-Driven Campaigns: Five Ways to Leverage the Customer Data You Have to Drive Conversions and Sales by Morgan Witt
  As marketers, we are all looking to reach "nirvana": targeting the right person with the right message at the right time. It's the clear path to driving conversion rates that exceed expectations. The days of blasting promotion messages to all are ...
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• Sweat the Small Stuff: A Counterintuitive Approach to Professional Success by Linda Kaplan Thaler
  It might sound counter-intuitive, but "sweating the small stuff" is actually a recipe for success. In fact, it can be one of best weapons in your business arsenal.
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• Maximizing Lead-Generation Marketing ROI, Part 3: Measuring Effectiveness by Jim Lenskold
  How do you know whether your lead-generation program is working and delivering a good ROI for the company? You may be doing some lead tracking to understand conversion rates and customer profitability, which is great. But the sales team will ...
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• Avoid the Five Routes to Strategic Failure by Nilofer Merchant
  Disconnects are a big cause of strategy failure. You think you've communicated well, then find out you have—just not to your target audience. Or maybe at the end of a long research session, you realize that input from colleagues in ...
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• Oh, so That's How It Works
  It's happening less often these days, but you probably still encounter executives or colleagues who have trouble wrapping their heads around newer technology—how something works, for instance, and what it ...
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• Don't Be Guilty by Association
  You have a squeaky-clean opt-in list of subscribers who love the content you send—including highly relevant offers from your partners. But if you're using third-party content and templates (their HTML ...
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• Consultative Selling: Staying Above the Fray
  The economic downturn in the technology sector has put a squeeze on resellers' margins. Not surprisingly, many value-added resellers (VARs) are looking to their professional services—not just products sales—to hit ...
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• Google Wave: A Sea Change for Marketers?
  Starting today, Google will invite 100,000 users to beta-test its much-buzzed Wave. What will the hugely ambitious communication and collaboration platform mean for marketers?
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• Put Your Metrics to Work for You
  In a recent article for MarketingProfs, Karen Talavera discussed the importance of measuring metrics that matter, and outlined the difference between process metrics and contribution metrics. In a follow-up article ...
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• Facebook, Nielsen Partner to Measure Ads' Impact
  Facebook has entered into a multiyear partnership with Nielsen to allow better measurement of the effectiveness of advertising on the widely popular social networking site. The alliance is yet another ...
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• Speaking of Marketing
  "Have you ever been in a conversation with other marketers," asks Beth Harte in a post at the Daily Fix blog, "and you get the sense that even though you ...
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• Your Proposal: Don't Phone It in
  Many companies treat a request for proposal (RFP) as if it's a necessary and tedious evil—something you whip together or repurpose from an existing document with cut-and-paste indifference. But Gwyneth ...
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• Blog, Meet Tweet. Now, Mesh!
  Here's happy news for intrepid marketers seeking to more easily manage their brand reputations and promote their fab companies: in partnership with Sawhorse Media, Technorati has launched Twittorati, "where the ...
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• The Funnel Sprung a Leak
  "Many senior sales executives are still looking for a predictable flow of leads at the end of a lead acquisition and nurturing 'funnel,'" says Francois Gossieaux in a post at ...
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• Form the Perfect SEO Storm
  Applying SEO best practices like keyword research and link-building is a surefire way to start increasing your search rankings. However, in a recent Search Engine Watch post, Chris Boggs warns ...
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• Stuck In the Middle with SaaS
  Ever since the Web delivered reliable and low-cost connectivity, software as a service (SaaS) has evolved into a formidable business model. Profiting from SaaS, however, continues to challenge the industry. ...
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• Stellar Viral Videos, Pt. II
  Last week, we showed you some cool makeup vids as an example of how viral videos can rack in the mega-bucks. This time, we offer a sample of how a ...
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• Are You Drippy or Loopy?
  Although B2B marketers may use the terms drip marketing and closed-loop marketing interchangeably, they are actually two distinctly different approaches to lead nurturing, says Maria Pergolino in a recent post ...
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• Brother, Can You Spare a Quote?
  Becoming a source for journalists has gotten a little easier thanks to Peter Shankman's site Help a Reporter Out. "I built this list because a lot of my friends are ...
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• Maximize Your Social-Networking Investment
  You don't get to be a social-networking superstar without paying your dues. "The way I look at it," says Jay Baer in a video at his blog, "you ought to ...
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• It's Not the Golf Course Anymore
  "Years ago, a successful sales rep knew how to optimize their time by 'reading' their prospects," says Maria Pergolino in a recent post at the Modern B2B Marketing blog. "A ...
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• To Coin a Phrase. Or Two.
  Not long ago, your spell-check would have revolted at a word like blogosphere; type it into a recent edition of Microsoft Word, however, and you won't see that angry red ...
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• Execs: Need to Overhaul Risk Management
  The vast majority (85%) of surveyed corporate executives agree that they need to overhaul their approach to risk-management if the lessons of the economic crisis are to be used to ...
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• Serving Up a Perfect SEO Sandwich
  To make an in-house SEO effort successful, you must first gain buy-in from the three main "layers" in most large organizations: executives, management, and everyone else. So says Duane Forrester ...
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Collaboration case studies, deconstructing real life examples and illustrating lessons learned

• How a Small Company Went Global (Without Breaking the Bank)by Lingo24.com
  CASE STUDY: In the age of globalization and the Internet, extending your reach beyond you home market is easier than ever... if you put some strategic thinking behind it.
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• How Domino's Managed a Viral Video Nightmareby Domino's Pizza
  CASE STUDY: What do you do when potentially devastating information about your company goes hyper-viral online, reaching millions of people essentially overnight?
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• How an Interactive Game Stimulated Product Awareness and Salesby Sony United
  CASE STUDY: To differentiate itself in a crowded consumer-electronics market, Sony Electronics leveraged a bond—James Bond—with sister company Sony Pictures. A Bond-themed interactive game and sweepstakes resulted in 45,000 clickthroughs to product pages—and a 12-15% increase in sales of those products.
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• How OfficeMax Helped an Education-Focused Charity Increase Funding and Classroom Adoptionsby OfficeMax
  CASE STUDY: OfficeMax teamed with nonprofit Adopt-A-Classroom to create an annual event to recognize and reward standout teachers for their dedication and sacrifice. This year, OfficeMax stepped up its marketing for the program, upping classroom adoptions +800%.
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• How NHL.com's Online Campaign Helped Dodge Launch a New Vehicle, Exceed Sales Forecastsby NHL.com
  CASE STUDY: Before any talk of bailouts, Chrysler called on 15 Web sites to help improve consumers' perception of the Dodge brand and launch its first crossover vehicle, the Journey. NHL.com cut through the clutter and delivered the brand message. Here's how.
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• How Lenovo Used New Media Along With Olympic Sponsorship to Establish Global Brand Awarenessby Lenovo
  CASE STUDY: Last month in Beijing, Lenovo leveraged its Olympic sponsorship to develop global brand awareness. Unique to its approach was its use of new media, which fortified its traditional marketing and created a new level of athlete and fan interaction.
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• How a Small Internet Publisher Doubled Its Email Database & Reduced Marketing Spend With Cost-per-Leadby Tripmela, Inc.
  CASE STUDY: Earlier this year, when online travel publisher Tripmela was in startup mode, CEO Jared Blank determined that he needed to achieve a $1.50 cost per acquisition if he was going to lead this fledgling to profitability. Here's how he did it.
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• How a Niche Web Site's 'Telechats' Increased Credibility, Visibility and Google PageRankby TheSpiritedWoman.com
  Here's how a relatively new women's Web site gained attention—and more regular readers—at a low cost. Plus, its "telechats" with authors has helped distinguish it from other sites focused on empowering women.
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• How a Nonprofit Used Member Resources to Increase Brand Awareness Across Multiple Marketsby Oregon Sports Authority
  The nonprofit Oregon Sports Authority (OSA) was striving to bring new sporting events, teams, and tourist dollars to the state. It also wanted to become the official sports resource for state residents. An overhaul of its promotions and more compelling communication of its brand were the ambitious goals that the four-employee nonprofit set for itself--and achieved, with a little help from a capable member base, which included the likes of Nike.
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• How a Nonprofit Moved Toward a For-Profit Marketing Model to Advance Its Nonprofit Missionby Museum of Science, Boston
  For more than a century, Boston's Museum of Science has depended on government grants and donors to finance its stated goal of encouraging "interest in and further understanding of science and technology and their importance for individuals and for society." The Museum attracts about 1.6 million visitors a year, including more than 50,000 members who visit regularly. Corporate branding and marketing for fundraising purposes hadn't been given much thought, but in 2001, as the U.S. stock market collapsed and the global economy slowed, the Museum found itself stretched for donors. It realized it was time to start marketing itself. Pioneering any major ...
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• How a Small Specialty Software Company Got on Fortune 100 Companies' Radar Screensby Novinity Corporation
  A software company in rural Montana was able to acquire major pharmaceutical company accounts and increase tradeshow traffic 300% by developing and promoting the educational content that its target industry craved...
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Collaboration online seminar broadcasts from the best minds in marketing

• Putting Why Before How: Seven Steps for Focusing Your Social Media StrategyAttendee rating:  - 7/30/2009
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• Behind the Online Curtain: Secrets for Building a Successful Webinar ProgramAttendee rating:  - 4/23/2009
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• How to Craft a Winning Business Case for Your Marketing InitiativeAttendee rating:  - 4/16/2009
  More seminars on Benchmarking, Collaboration, Management, Marketing Plans, Measurement, Metrics, Writing
• Harnessing a Portfolio of Brands: The Harrah’s StoryAttendee rating:  - 2/21/2008
  More seminars on Brand Awareness, Brand Positioning, Branding, Collaboration, Customer Experience
• How to Make Marketing Indispensable to SalesAttendee rating:  - 2/7/2008
  More seminars on Collaboration, Customer-Centric, Marketing Strategy, Measurement, Print Collateral, ROI, Sales, Value Propositions
• Buyer Personas: A Smart Way to Align B2B Sales and MarketingAttendee rating:  - 1/17/2008
  More seminars on B2B Marketing, Collaboration, Lead Generation, Marketing Tips, Personas, Sales, Targeting, Web Content
• Creating Profitable Marketing Partnerships with NonprofitsAttendee rating:  - 8/23/2007
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• Customer Message Management 2: Confuser or Clarifier? Creating Customer-Relevant MessagingAttendee rating:  - 6/8/2007
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• Customer Message Management 1: Four Steps to Improving the Sales-to-Customer ConversationAttendee rating:  - 6/7/2007
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• Brand Metrics: Three Pathways to Measure ROIAttendee rating:  - 4/5/2007
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• Personas 1: Breakthrough Customer Insight for Product, Website Design and MoreAttendee rating:  - 3/7/2007
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• No Cape Required: How to Become a Marketing Champion in Your OrganizationAttendee rating:  - 10/27/2006
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• Bridging the B2B Sales and Marketing GapAttendee rating:  - 10/12/2006
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• The 3 Big Secrets Behind Successful Marketing DashboardsAttendee rating:  - 9/7/2006
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• Marketing’s Role as Chief Customer OfficerAttendee rating:  - 4/27/2006
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• Uncommon Strategies to Beat Your CompetitionAttendee rating:  - 2/22/2006
  More seminars on Collaboration, Creativity, Customer Behavior, Customer Engagement, Marketing Strategy, Measurement, Personas
• Inside the Customer Loyalty Laboratory: How Companies Build Lasting RelationshipsAttendee rating:  - 2/1/2006
  More seminars on Brand Loyalty, Collaboration, Customer Acquisition, Customer Relationships, Customer Retention, Management
• Partnership Brand Marketing: How to Connect Your Brand to Other Brands to Win CustomersAttendee rating:  - 1/12/2006
  More seminars on Brand Equity, Brand Positioning, Branding, Channel Marketing, Collaboration, Logos
• Maximize Value with Killer Web Content, with Gerry McGovernAttendee rating:  - 12/9/2005
  More seminars on Collaboration, Customer Experience, Management, Measurement, Web Analytics, Web Content, Websites
• Keys to Success as a Web Manager: People, Politics and Content, with Gerry McGovernAttendee rating:  - 12/8/2005
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See all 27 marketing On Demand Seminars related to Collaboration

Collaboration marketing downloads for the busy professional

• B2B Lead Generation: Marketing ROI & Performance Evaluation Study
  MarketingProfs research studies the effectiveness and performance of lead generation comparing quantity to quality.
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• SWOT Analysis How-To Guide
  This comprehensive, step-by-step how-to guide will help you assess the position in the market of your product or firm, by identifying the product's Strengths and Weaknesses, by considering the potential Opportunities the product has in the marketingplace, and by assessing the potential Threats posed by either the competition or the marketplace.
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• Benchmark Survey: Voice of the Customer
  Link directly to the raw (aggregate) data in this 2006 survey of the ways companies are incorporating the voice of the customer into their marketing, their product development, and their management. With access to the raw data, you can view the results, and even filter them to see how a subset of companies in your country or industry answered. In this way, you can interpret the data in the most meaningful way for your business.
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• Sales & Marketing Alignment - Apr. 2005
  Need a little help getting your marketing efforts in sync with your sales efforts? Look no further. A 2005 study of MarketingProfs members worldwide found that companies that successfully aligned sales with marketing perform better in many sales measures than their “unaligned” competition. Aligned companies enjoyed 5.4% faster growth, 38% more proposals closed, 36% fewer customers lost, and 40% more new business coming from marketing leads than unaligned firms. Read the complete analysis and take advantage of the recommendations from this exhaustive report.
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• Marketing ROI and the Sales Funnel
  In this guide, you will learn how to structure, motivate and measure the marketing and sales functions to maximize profit. Topics include: 1) a high-level self-assessment to determine potential sources of profit leakage; 2) how to map out and improve strategies related to the buying cycle; 3) how to apply marketing ROI principles to create strategies to reduce and recycle leakage from the buying cycle; and 4) how to leverage insight on your key profit drivers and customer-level analysis to improve profitability.
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