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Break Down Marketing Silos Now: Build Engagement With Cross-Channel Marketing by Ron Person
Marketers have a tough job! No juggler's job has ever been as tough. With 13 or so online marketing channels (and just as many offline), the job of cross-channel marketing is difficult. But creating a successful cross-channel marketing organization is ...
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Three Keys to Accelerating Marketing Measurement and a Fact-Based Cultureby Laura Patterson
If CMOs are to be accountable for marketing ROI, their organizations must have marketers who have data, analysis, and measurement skills. Here are three steps for effectively creating a fact-based culture.
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Five Ways to Create a Data-Driven Marketing Culture by Jim Bergeson
When handled adeptly, customer data can be a marketer's most reliable weapon for reaching customers' buying intentions—and closing sales. Learn five ways to build a data-driven marketing culture that'll help you get results.
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The Evolution of Marketing Agencies and Consultanciesby Paul Roetzer
The marketing agency ecosystem is evolving because of changes in customer behavior and advances in technology. Is your firm keeping up? Learn 10 key considerations for transforming your organization.
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10 Questions + 10 Actions = Lead Generation Gainsby Dan McDade
Is your organization experiencing a critical gap between Marketing and Sales performance expectations and actual results? If so, answer these 10 questions and apply these 10 steps to close the gap and ensure results.
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A Seven-Step Guideline in Crisis Communication (Lessons From the Sony PlayStation Network Breach)by C. Edward Brice
A crisis can serve as a stage to show the world that your company is either unorganized and uncaring or responsible and human. Learn how to preserve your brand equity—and keep your customers—during a crisis.
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Five Fundamentals for Productive Ideation Sessionsby Jeff Hirsch
What makes a great ideation session? The quality of the participants, the energy of the facilitator, and the range of creative exercises. But there are five guidelines that'll exponentially boost the odds of having a productive session.
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Planning Isn't Free: What Marketers Can Learn From HGTVby Laura Patterson
HGTV shows make those overnight home transformations look so easy. Many marketers approach their marketing plans the same way: a few days and a few dollars, and voila—a new marketing plan! But that won't get you results.
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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.
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Adapt or Perish: The New Dynamics of Digital Marketingby Joel Book
Attracting, engaging, and retaining customers in the digital age of marketing requires companies to adopt a true integrated multichannel strategy that is fueled by customer data and enabled by interactive marketing technology.
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Tradigital Values: Reconciling Traditional and Digital Marketingby Rob McCready
Respecting traditional branding ideas in the face of an increasingly interactive marketplace may best be described as "tradigital." Here are four ways to marry traditional and digital values at your organization and get results.
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Keep Up With Marketing's Industrial Revolution: Five Tips for Retooling Your Teamby Ed Thompson
Marketing automation is rapidly changing how we mine our data, create our programs, deliver our content, and continually refine, streamline, and automate. But getting results requires having (and retooling) the right team.
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Social-Media-Phobes: Put Out a Contract on 'Em!by Ken Gordon
Warning: Some of your colleagues are afraid—deeply, irrationally afraid—of social media. How can you overcome their resistance against social media? Have them commit in writing, and follow these five steps.
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What Dealing With Inconsiderate Prospects Has Taught Meby Dan O'Sullivan
Dealing with prospective clients, including the inconsiderate ones, is just part of the job for many of us. Fortunately, you can make the experience a little less frustrating and time-consuming. Here are a few tips I've picked up.
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Marketing to Motivate: The Secret of Intrinsic Rewardsby Ethan Whitehill
If we've learned anything in the last few years, it's that the old marketing model is broken. As a result of a seismic shift in influence, marketers are just now learning the big secret about motivation—people respond more favorably to ...
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Four Questions With Guy Kawasaki: Enchantment, Influence, and Marketing to the Rest of Usby Stephen Denny
Having been neck-deep in the psychology of influence and the business of marketing while launching my own book, I had the opportunity to ask Guy Kawasaki about succeeding by embracing the "nobodies," thinking differently about demand generation, and enchanting your ...
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Pitfalls of Corporate-Rebranding Implementation (and a Helpful Checklist)by Christine R. Valeriann
Corporate rebranding is intricate and time-consuming; but with the mergers, acquisitions, and ownership changes of the current dynamic business environment, it's a necessary endeavor. Avoid these pitfalls and use this checklist to ensure uniform, integrated distribution of your new brand/name.
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How to Hire Your Social Media Strategistby Verónica Maria Jarski
When choosing someone to lead the charge on the social media front, do you want someone who's merely "good at social media" or someone who can achieve business goals? Here's how to hire the right person and get results.
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How to Rebrand a 10-Year-Old Company in Six Weeksby Kathy Saenz
After laying out an 18-month plan for rebranding our 10-year-old company, we learned we had only six weeks to do it. Here is how we shifted from "OMG, they're crazy" mode into high gear, accomplishing the unthinkable in 42 days.
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Outsourced Marketing: Does It Make Sense for You?by Mike Etzinger
Outsourcing creative marketing functions may bring big cost savings to some, but going with an agency might not be the best route for others. Here are nine benefits and a few drawbacks to consider when contemplating outsourcing.