• Write From Your Reader's Perspective by David Fideler
  When potential customers arrive at your website or look over your marketing materials, they immediately want to know what's in it for them. If that's not obvious, chances are they will move on quickly. By using the word "you," you begin ...
  More articles on Copywriting, Customer Engagement, Customer Relationships, Personalization
• Transforming Customers Into a Community by Adam Boyden
  When your customers feel that they are part of a community, they visit your website more often, provide feedback, and recommend your products and services to people they know. They do so because they now have a significant relationship with ...
  More articles on Community, Customer Relationships, Marketing Smarter, Segmentation, Social Networking, Twitter, Web Content
• Three Strategies for Inspired Holiday Email in Tough Times by Karen Talavera
  The pumpkins come out, the days grow shorter, the weather cools, and there's no mistaking that the holiday season is upon us, even though we're barely past the back-to-school rush. Already, it's holiday marketing time. Yet, in recessionary periods, what is normally ...
  More articles on Creativity, Customer Relationships, E-Commerce, Email Marketing, Marketing Tips, Recession
• Use Surveys to Get Close to Your Customers by John Wechsler
  We all know that it costs less to keep a current customer than it does to acquire a new one. As budgets continue to be pinched and resources diminish, businesses would do well to stop looking at past and future ...
  More articles on Customer Relationships, Marketing Budgets, Marketing Tips, Surveys, Writing Whitepapers
• Segment Email and Social Networks for a Vitamin-Power Boost by Stephanie Miller
  Here's how Nature Made is combining email and social networking to build stronger email connections with customers and prospects.
  More articles on Customer Relationships, Email Lists, Email Marketing, Facebook, Segmentation, Social Networking
• 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 ...
  More articles on Collaboration, Customer Relationships, Marketing Tips, Measurement, Product Marketing, ROI, Sales
• Four Customer-Centricity Best-Practices and Three Customer-Value Metrics for Customer-Relationship Success by Laura Patterson
  Changes in the way customers receive and process information via social-networking sites, mobile phones, and the Internet, combined with shrinking margins, deteriorating customer loyalty, and increased demand for marketing accountability, suggest the need for a new approach to customer-centricity. A. G. ...
  More articles on Customer Acquisition, Customer-Centric, Customer Relationships, Customer Retention, Metrics, Social Networking
• Green Marketing Claims: Whom Do You Trust? by Jacquelyn A. Ottman
  Deservedly or not, industry these days is accused incessantly of greenwashing. It's not surprising, for several reasons, that industry isn't trusted to make truthful green marketing claims and provide information that is credible, straightforward, and useful. So how do we restore trust ...
  More articles on Community, Customer Relationships, Green Marketing, Marketing Challenges, Word of Mouth
• Six Steps to Forging Customer Relationships at Tradeshows and Conferences by Kimberly Smith
  Tradeshow and conference sponsorships don't come cheap, but they do bring prospects face-to-face with your company and brand. In doing so, they offer a unique opportunity to establish stronger, more-personal connections with potential customers, which can, in turn, generate solid ...
  More articles on Advertising, Customer Relationships, Facebook, Lead Generation, LinkedIn, Social Media, Sponsorship, Trade Shows/Events
• Put Your Site Search to Work and Improve Your Targeted Marketing, Part 1 by Shaun Ryan
  If you're like most online marketers, you may not realize that some of the technologies that power your website can be critical tools for improving the effectiveness of your marketing efforts. For example, did you know that you can use data ...
  More articles on Branding, Customer Relationships, E-Commerce, Email Lists, Keywords, Online Marketing, ROI, Websites
• Why All the Talk About Dog Food? by Aaron Strout
  Have you ever heard the expression "eat your own dog food"? It's a concept that essentially means that one is "walking the talk," or leading by example. Many companies have talked about being "customer-focused," but how many really are? Unfortunately, ...
  More articles on Blog Comments, Community, Customer Engagement, Customer Relationships, Social Media, Social Networking
• Why You Are Unpopular Online: Six Ways to Doom Your Community-Building Efforts by Mack Collier
  Companies are increasingly looking to create vibrant and healthy online communities for their businesses. But many companies are seeing their efforts fail or produce flat results. Here are six reasons why many online communities never materialize, and what you can ...
  More articles on Blog Comments, Community, Customer Engagement, Customer Relationships, Facebook, Social Media, Social Networking, Twitter, Value Propositions, Word of Mouth
• Think and Act Like a Nonprofit to Deepen Connections and Build Relationships by Roger Sametz
  For decades, the prevailing wisdom was that nonprofits should learn from for-profit enterprises how to become "more businesslike." Many nonprofits thus embraced best practices in branding, marketing, service delivery, money management, and leadership. They have also learned how to keep ...
  More articles on Community, Customer Engagement, Customer Relationships, Marketing Smarter, Non Profits, Targeting, Value Propositions
• 25 Ways to Build Trust (and Sales!) with Customer Success Stories by Casey Hibbard
  Capturing the experiences of your most successful customers not only boosts your credibility but also educates buyers and shows them the payoff of your solutions. Here are 25 ways to use customer success stories in your sales and marketing to ...
  More articles on Case Studies, Creativity, Customer Relationships, Customer Satisfaction, Testimonials
• How to Become 'Their Brand': Engaging Today's Fickle Customers by Manila Austin
  Marketers today understand that consumers think, feel, and react in ways different from June Cleaver some 50 years ago. We use descriptors like fickle, indecisive, and disloyal to describe the modern consumer. Just what do these terms mean? Mainly, they mean ...
  More articles on Branding, Community, Customer Engagement, Customer Relationships, Feedback, Market Research, Personalization, Personas, Segmentation
• Email Optimization: How Simple Changes Increase Open Rates, Clickthrough, Response, and Average Order Size by Debra Ellis
  Email marketing is likely your most effective tool for improving customer relationships, building brand awareness, and generating sales. It is also the most abused one. Practitioners of knee-jerk planning rely on emails to bolster a sagging month or fill in the ...
  More articles on Brand Awareness, Customer Relationships, Email Marketing, Measurement, Personalization, Testing, Writing
• Endurance Training: Five Brand-Building Exercises by Kimberly Smith
  When the slow season strikes, devote some energy to pumping up your brand. These five exercises will show you where to start to best position yourself for the inevitable upturn.
  More articles on Ad Copy, Branding, Customer Relationships, Marketing Tips, Thought Leadership, Twitter
• Five Questions to Ask Before You Hit Send by Doug Stern
  Some businesses opting for digital instead of print do it because they've gone green. Others want to harness the internet's speed, reach, and other capabilities. The rest like the convenience of online or have some other strategic purpose that points ...
  More articles on Customer Behavior, Customer Engagement, Customer Relationships, Email Marketing, Marketing Tips, Writing
• In a Tough Economy, Go to Battle for Your Customers by J. Mark Carr, Karl Gustafson
  Decision-makers who are worried over the stability of their company's finances should remember one simple truth: The source of your business's cash flow is your customer base. What all of this boils down to is the need to make smart, informed ...
  More articles on Customer Acquisition, Customer Relationships, Customer Service, Economic Crisis, Measurement, Segmentation
• Five Ways to Supercharge Your Mobile Marketing by Iain McCready
  At this year's Consumer Electronics Show (CES), the Consumer Electronics Association announced it expects mobile phone unit sales in 2009 to grow some 31 percent in North America, with global unit sales reaching approximately 1.2 billion. The announcement validates the mobile ...
  More articles on Brand Positioning, Customer Engagement, Customer Relationships, Marketing Tips, Mobile Marketing, SMS, Word of Mouth

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• VARs: Be Yourselves
  A value-added reseller's identity is not just about the vendors it keeps. In a tough economy and an ever-changing business environment, smart solution providers are working hard to promote their ...
  More articles on Branding, Customer Relationships, High-Tech Marketing, Sales
• I Love How I Hate You
  It strikes fear in the hearts of marketers worldwide: the dreaded online consumer complaint that goes viral. What's a good company to do when one angry customer threatens to destroy ...
  More articles on Customer Behavior, Customer Loyalty, Customer Relationships, Word of Mouth
• Till Death Do Us Part
  If you were to visit the subscription page at The Atlantic magazine's website, you'd find an important note beneath the form for payment information. It reads: "By paying with a ...
  More articles on Customer Relationships, Small Business, Websites
• Marketing Gets SaaS-sy
  If you are assessing your company's readiness to add SaaS providers to your partner base, it's important to consider the strategic differences that underlie a SaaS strategy. "You'll need to ...
  More articles on Customer Relationships, High-Tech Marketing, Product Marketing, Sales
• 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 ...
  More articles on Collaboration, Customer Relationships, Economic Crisis, High-Tech Marketing, Sales
• I Don't Care What You Think, I Call a Do-Over
  It's going to happen sooner or later—a misprint will offer your product or service for a ridiculously low price that's too good to be true. Not long ago, writes Jackie ...
  More articles on Customer Relationships, Small Business, Twitter, Word of Mouth
• How Do You Measure Your Social Efforts?
  How do you know whether your social media efforts are bearing fruit? The answer, according to Katie Paine, is to create benchmarks against which to measure your efforts.
  More articles on Benchmarking, Brand Loyalty, Customer Relationships, Measurement, Social Media, Testing, Web Analytics
• A Match Made in E-Heaven: Twitter and Email
  While vigorous debate continues over Twitter's real business value—and its long-term viability—high-tech executives and marketers are experimenting with Twitter today, using it to nurture relationships and improve their visibility by ...
  More articles on Customer Relationships, Email Marketing, High-Tech Marketing, Marketing Smarter, Sales, Twitter
• Beware the Two-Edged Sword
  "The [customer-relationship] sword has two edges," warns Jim Novo in a recent post at Marketing Productivity Blog. According to Novo, relationship marketing creates higher expectations in customers who engage: "If ...
  More articles on Copywriting, Customer Behavior, Customer Engagement, Customer Relationships, Landing Pages
• What's the Biggest Untapped Opportunity for B2B Marketers?
  How would you answer the question, "What do you see as number-one untapped marketing opportunity for business-to-business marketers today?"
  More articles on B2B Marketing, Channel Marketing, Customer Relationships, Interactive Marketing, Marketing Strategy, Podcasting, ROI, Social Media, Targeting, White Papers
• Get Lost
  June is a hectic month for bike shops, says Seth Godin in a post at his blog. "If you bring your bike in for a tune up, it will cost ...
  More articles on Customer Relationships, Customer Service, Pricing, Small Business
• Case Study as Mirror: Reflect Your Audience's Concerns
  Imagine this scenario: Your engineering team is about to close out a flawlessly executed systems job, and your customer is thrilled because the solution is already performing beyond expectations. ...
  More articles on Case Studies, Customer Relationships, High-Tech Marketing
• The Times They Are A-Changin'—Better Prepare
  There's something in the air. There are small and (dare we say) consistent signs that that the economic crisis has begun to level off. Many companies, while still implementing cost-cutting ...
  More articles on Customer-Centric, Customer Relationships, High-Tech Marketing
• Barry Schwartz: Practical Wisdom as a Business Tool
  At the MarketingProfs B2B Forum earlier this month, keynote Barry Schwartz, a psychologist and author, explained the concept of Practical Wisdom: the idea that individuals can (and should) hone their ...
  More articles on Customer Behavior, Customer Engagement, Customer Experience, Customer Relationships, Customer Retention, Customer Satisfaction, Customer Service, Videos, YouTube
• Sign Me Up!
  If you want to improve your online-conversion rate, says Amy Gesenhues in an article at MarketingProfs, you should probably take a look at your registration page. There are several reasons ...
  More articles on Customer Experience, Customer Relationships, Small Business, Website Design
• The Sweet Sound of the B2B Tweet
  Unsure of the worth of a B2B tweet? That's not surprising. After all, the Twitter rage is much more of a B2C social media thing, right? Well, not according to ...
  More articles on B2B Marketing, Customer Relationships, Social Media, Twitter
• Tell Your Own Story
  Gary Vaynerchuk calls 'em like he sees 'em. And the irrepressible advocate for social media took to his website to ask why so many companies prepare for anticipated criticism with ...
  More articles on Customer Relationships, Customer Satisfaction, Marketing Inspiration, Social Media, Video Blogs, Websites
• Marketing Addictionary: 'Badvocate'
  Badvocate: (noun): People who passionately criticize or detract from companies, brands, or products.
  More articles on Ad Copy, Creativity, Customer Behavior, Customer Experience, Customer Relationships, Customer Satisfaction, Writing
• Put Sociability in B2B Sales
  If you haven't embraced some form of social networking in your B2B sales organization, chances are you're wondering how to start. Not surprisingly, sales experts have different viewpoints on how ...
  More articles on B2B Marketing, Customer Relationships, High-Tech Marketing, Social Media, Social Networking
• Make the Most of the Slow Season
  "When the slow season strikes," says Kimberly Smith in an article at MarketingProfs, "it's time to put some energy into pumping up that brand." She runs down a list of ...
  More articles on Branding, Customer Acquisition, Customer Engagement, Customer Relationships, Customer Retention, Small Business, Word of Mouth

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Customer Relationships case studies, deconstructing real life examples and illustrating lessons learned

• Reviving the Dead List to Grow Email Revenuesby Perricone MD
  CASE STUDY: All your opt-ins won't stay loyal forever: Interests change, as do expectations about messaging and frequency. Even as your list grows, so will the number of unopened emails. So you should cut off the "dead weight," right? Not so fast, there might still be money to be made.
  More case studies on Case Studies, Copywriting, Customer Relationships, E-Commerce, Email Marketing, Segmentation
• Harnessing Web 3.0 to Pump Up Brand Preference and Loyaltyby ASUS (North America) and Intel
  CASE STUDY: In this new age of conversation between corporation and consumer, chip-maker Intel and PC-maker ASUS have embraced "crowdsourcing." Allowing consumers to design the ideal PC, they are gaining valuable consumer insight and in the process building not just a PC but customer loyalty.
  More case studies on Brand Awareness, Brand Loyalty, Case Studies, Customer Advisory Programs, Customer Engagement, Customer Relationships, Online Marketing, Social Media, Word of Mouth
• How a Little Sweet Talkin' on a Company Blog Led to Increased Search Engine Rankings, Salesby Fairytale Brownies
  CASE STUDY: Fairytale Brownies cooked up a win-win strategy to satisfy both its bottom line and its costumers' preferences. It created magic with a brownie blog optimized for search and attuned to customers' deepest dessert desires. The result? Some very happy endings.
  More case studies on Case Studies, Corporate Blogging, Customer Engagement, Customer Relationships, Facebook, Keywords, PPC Campaigns, Search Engines, Twitter, Writing
• How a Company's Word-of-Mouth Strategies and Customer Focus Helped Grow Its User Base 150%by FreshBooks
  CASE STUDY: Small businesses need all the TLC they can get. Billing and invoicing online-solution provider FreshBooks knows that better than most. Its customer-centric focus is so fresh and refreshing, word-of-mouth has spread far and wide—and helped grow its user base 150%.
  More case studies on Case Studies, Customer Experience, Customer Relationships, Newsletters, Services Marketing, Social Media, Twitter, Word of Mouth
• How Mobile Text Marketing Is Increasing Ancillary Revenues, Room Upgrades, and Customer Loyaltyby Days for Business Alliance (Days Inn)
  CASE STUDY: Cutting-edge customer service that relies on mobile texting has helped an alliance of hotels to retain customers among the thinning number of business travelers—and avoid disaster during the economic downturn. Read on to see how.
  More case studies on B2B Marketing, Case Studies, Customer Engagement, Customer Relationships, Economic Crisis, Mobile Marketing, SMS
• How a Medical Imaging Company Helped a New Sales Team Establish Client Relationships and Surpass Sales Goalsby Toshiba America Medical Systems, Inc.
  CASE STUDY: In tough economic times, one company set out to care for its people in a unique way. Toshiba America Medical Systems efforts to align and nurture its sales team means the team is now on track to exceed sales goals.
  More case studies on Case Studies, Customer Relationships, Direct Marketing, Sales, Targeting, Telemarketing
• How New Media Helped Auction Direct USA Boost Sales 40%by Auction Direct USA
  CASE STUDY: While auto dealerships across the nation struggle to survive in the new economy, Auction Direct USA's business is expanding. In fact, its fresh approach to online marketing has transformed the brand of this "used car dealer" to drive up sales.
  More case studies on Blogging, Case Studies, Customer Relationships, Facebook, Mobile Marketing, MySpace, Newsletters, Sales, Social Media, Twitter
• How Intrigue and Personalization Helped a Marketing Firm Connect With Handpicked Leadsby Babcock & Jenkins
  CASE STUDY: Relationship-marketing firm Babcock & Jenkins didn't tell prospects what it could do, it gave them a taste. Its campaign, launched with a package of brownies from a mystery source, showed how it uses intrigue, personalization, humor, and the soft-sell to establish and advance client relationships. Results: A tasty 50% response rate.
  More case studies on Brand Awareness, Case Studies, Creativity, Customer Relationships, Lead Generation, Personalization, Targeting, Websites
• How a Consumer Electronics Company Leveraged the Power of Community to Uncover Market Preferences and Build Excitement for a New Product Lineby Eastman Kodak Company
  When it chose to enter the saturated inkjet market 20 years late, Eastman Kodak had a few surprises up its sleeve. Still, the company found it also needed a little marketing ingenuity if it was to gain market share.
  More case studies on Case Studies, Community, Customer Engagement, Customer Relationships, Interactive Marketing, Market Research, Product Marketing, Social Media
• How a Patient-Support Program Increased Therapy Participation 20%, Upped Salesby Actelion Pharmaceuticals US, Inc.
  Tracleer won approval in 2001 as the first oral treatment for pulmonary arterial hypertension, an illness difficult for patients to grasp. Tracleer helps patients control the symptoms, but it has drawbacks. Faced with high patient-dropout rates early on in treatment, the drug's maker needed to change patient perceptions.
  More case studies on Advertising, Case Studies, Customer Engagement, Customer Relationships, Direct Marketing, Market Research, Sales, Websites
• How Garden Fresh Realized a Huge Gain in Web Traffic and Longer-Term Loyalty via Emailby Garden Fresh Restaurant Corp.
  Garden Fresh Restaurants sought to increase customer engagement with its "Club Veg" loyalty club, totaling more than half a million opt-in members. Its two interactive email campaigns worked like a charm -- leading to huge increases in site traffic and boosting customer loyalty.
  More case studies on Case Studies, Customer Relationships, Customer Retention, Email Campaigns
• How a Manufacturer's Sales Team Found the Secret to Efficiently Service a Low-Tech Customer Baseby Fabcon
  The manufacturing sector is more traditional than most. Many of its customers aren't high tech—some don't even have Internet access. Fabcon, a Minnesota builder of precast wall panels, struggled with marrying its desire for high-tech operational efficiency and its need to service customers in the method that they preferred.
  More case studies on Case Studies, Customer Behavior, Customer Relationships, Customer Service
• How a High-Tech Company Created a Searchable Customer Reference Database that Tripled References and Closed Salesby Network Appliance
  The customer development group at a large, publicly held high-tech company needed a central repository of data to help identify satisfied customers willing to be references when sales associates approached new prospects. By putting together a customer reference management database filled with relevant data on customers, the company was able to cut the amount of search time from days to seconds. The new information, along with the timely way it can be accessed, has more than tripled the number of customer references at the sales force's disposal.
  More case studies on Case Studies, Customer Relationships, Lead Generation, Sales

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Customer Relationships online seminar broadcasts from the best minds in marketing

• The New Consumer and Social Media: Energizing Your BrandAttendee rating:  - 9/10/2009
  More seminars on Branding, Customer Behavior, Customer Relationships, Marketing Smarter, Metrics, Social Media
• The Art Of Social Media: It's All About The RelationshipsAttendee rating:  - 7/16/2009
  More seminars on Blogging, Customer Engagement, Customer Relationships, Facebook, Social Media, Twitter
• Twitter Power: How to Dominate Your Market One Tweet at a TimeAttendee rating:  - 7/2/2009
  More seminars on Brand Equity, Customer Relationships, Marketing Strategy, Marketing Tips, Social Media, Twitter
• Seven Fast-Acting Methods to Drive B2B Revenue NowAttendee rating:  - 5/14/2009
  More seminars on B2B Marketing, Benchmarking, Customer Acquisition, Customer Relationships, Customer Satisfaction, Lead Quality, Marketing Tips, Sales
• Mobile Marketing: How to Harness the Power of the Small ScreenAttendee rating:  - 11/20/2008
  More seminars on Benchmarking, Branding, Customer Engagement, Customer Relationships, Email Marketing, Measurement, Mobile Marketing, New Media, SMS, Word of Mouth
• How to Motivate Online Action: Compelling Incentives for B2B Lead GenerationAttendee rating:  - 11/6/2008
  More seminars on B2B Marketing, Blogging, Copywriting, Customer Relationships, Lead Generation, Lead Quality, Marketing Tips, Online Marketing, Sales, Social Networking
• Getting Through and Staying Clean: Improving Your Email Sender ReputationAttendee rating:  - 8/15/2008
  More seminars on Customer Relationships, Email Campaigns, Email Deliverability, Email Hygiene, Email Lists, Email Marketing, Permission Email Marketing
• Using Facebook to Market Your Offering, Enhance Your Brand, and Develop CommunityAttendee rating:  - 6/26/2008
  More seminars on Brand Awareness, Customer Relationships, Facebook, LinkedIn, Marketing Tips, Product Marketing, Social Networking
• Email Customization: Getting Personal to Deepen Relationships, Generate Additional Sales, and MoreAttendee rating:  - 5/22/2008
  More seminars on Customer-Centric, Customer Relationships, E-Commerce, Email Deliverability, Email Marketing, Personalization, Segmentation, Targeting
• How to Develop a B2B Lead Nurturing Program that Really WorksAttendee rating:  - 12/20/2007
  More seminars on B2B Marketing, Customer Relationships, Lead Generation, Lead Nurturing, Referrals, Sales, Thought Leadership
• Marketing Through Stories: The Selling Power of NarrativeAttendee rating:  - 3/22/2007
  More seminars on Brand Awareness, Branding, Creativity, Customer Engagement, Customer Relationships, Writing
• The Ultimate Question, with Fred ReichheldAttendee rating:  - 7/11/2006
  More seminars on Customer Experience, Customer Relationships, Customer Satisfaction, Metrics, Net Promoter, Referrals, Segmentation, Targeting
• Marketing’s Role as Chief Customer OfficerAttendee rating:  - 4/27/2006
  More seminars on Collaboration, Customer Experience, Customer Relationships, Management
• 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
• The Twelve Laws of Customer LoyaltyAttendee rating:  - 9/23/2004
  More seminars on Brand Loyalty, Customer Engagement, Customer Relationships, Customer Retention, Customer Satisfaction, Marketing Tips

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Customer Relationships marketing downloads for the busy professional

• Email Success Stories: How 11 companies are pushing the (electronic) envelope
  Propel your email marketing efforts beyond the subject line. Read Email Success Stories: How 11 companies are pushing the (electronic) envelope to learn how to convert your emails into money-making machines.
  More tools on Case Studies, Customer Relationships, Email, Email Deliverability, Email Marketing, Lead Generation

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