Marketing Resources: Marketing Smarter

• Why Marketing Needs Objectives... Not Just Goalsby Brett Johnson
  Many companies have the same overarching goals: increase sales, decrease costs, and reduce churn. But why don't they all succeed? It all boils down to mindfully setting objectives and implementing strong tactics to support them.
  More articles on Collaboration, Marketing Plans, Marketing Smarter, Marketing Strategy
• Managing Chaos: The Marketing Approachby John Thomson
  Nowadays, the marketer's world is chaotic and cluttered. Effectively meeting a myriad of demands can seem impossible. That's why connected marketing solutions are critical to success in today's marketing landscape.
  More articles on Brand Positioning, Collaboration, Email Marketing, Marketing Smarter, Marketing Strategy, Social Media
• How Not to Craft a Professional Bioby Mike Russell
  How effective is your professional bio at building reputation, gaining clients, and generating income? Here are five detailed critiques of real-life professional bios that'll help you avoid common pitfalls in your own bios.
  More articles on Career Management, Creativity, Customer Engagement, Marketing Smarter, Writing
• Why Predictive Modeling Is Hot... and Five Things You Should Know to Do It Wellby Chris Diener, Patricia Kidd
  If you want to better predict the relationship between marketing inputs and customer behavior, predictive modeling may be your answer. Here are five essential tips to consider before you get started.
  More articles on Marketing Smarter, Marketing Strategy, Measurement, ROI
• Marketing Destination: Online Community... How to Survive and Thrive by Ronald Ladouceur, Melissa Fiorenza
  Online communities can deliver outstanding ROI, but they rarely produce value without significant investment, professional management... and consistent, intelligent, and engaging interaction.
  More articles on Community, Customer Engagement, Marketing Smarter, ROI, Social Media
• 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.
  More articles on Collaboration, Lead Generation, Management, Marketing Smarter, Marketing Tips
• Delivering on the Promise of Marketing Automationby Laura Patterson
  More and more organizations are investing in marketing automation platforms. Is yours one of them? If so, learn how to select the right one, plan for its adoption, and avoid common implementation pitfalls.
  More articles on Channel Marketing, Collaboration, Lead Generation, Marketing Automation, Marketing Smarter, Marketing Tips
• Five Ways Your Loyalty Program Can Deliver the 'Wow' Factorby Fred Thompson
  To deliver the critical wow factor that draws people into loyalty programs and keeps them there, marketers must get inside customers' heads to identify what motivates them. Learn five key points about driving customer behavior.
  More articles on Customer Evangelists, Customer Loyalty, Customer Relationships, Marketing Smarter
• Nine Essential Skills for Any Public Relations Professionalby Ford Kanzler, H. Buford Barr
  If staying current in today's PR world is important to you, adopt the famous aphorism "Learn as if you were to live forever." This article highlights skills that remain essential—and some new skills you'll need for future PR success.
  More articles on Marketing Smarter, Marketing Strategy, Marketing Tips, Public Relations, Videos, Writing
• Social Media Is Only Part of the Answerby Donna Bletzinger
  The best way to embark on a social media marketing strategy is to prepare in advance. To ensure success and maximize results, learn six questions you'll need to tackle before delving into your next social strategy.
  More articles on Brand Equity, E-Commerce, Marketing Smarter, Marketing Strategy, Social Media, Websites
• Three Things Marketers Can Learn From a Law Firm (Yes, a Law Firm) About Creating Awesome Contentby Ann Handley
  What can you learn about content marketing from video vignettes of lawyers speaking candidly about their professional philosophies and personal viewpoints? For one, you can humanize your business and show off your personality in a creative, interesting, and wholly unexpected ...
  More articles on Content Marketing, Creativity, Marketing Smarter, Marketing Tips, Videos
• Top Tips for Multicultural Marketingby Darren Megarry
  Are your campaigns reaching the intended audiences? Learn how to create an effective multicultural marketing campaign—and avoid the common pitfalls many endure when marketing to growing ethnic groups.
  More articles on Content, Customer Engagement, International Marketing, Marketing Smarter
• The Value of Face-to-Face Marketing in a Virtual Ageby Rob Murphy
  Both face-to-face and virtual marketing are essential components of any company's communications strategy. Learn the benefits of both approaches and how they can be combined to maximize return on investment.
  More articles on Branding, Customer Acquisition, Marketing Smarter, Trade Shows/Events
• 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.
  More articles on Collaboration, Creativity, Humor, Management, Marketing Smarter
• Customer Service Can Make or Break Your Brand: Eight Steps for Successby Barbara Bix
  What's the use in receiving stellar product reviews and making lots of sales if you can't pick up the pieces when something goes wrong? Here are eight ways to protect your brand when tackling customer problems.
  More articles on Branding, Customer Service, Marketing Smarter, Product Marketing, Testing
• Seven Simple Ways You Can Strengthen Customer Relationshipsby Stephanie Phillips
  A company can successfully build its brand name in many ways, but perhaps the factor most important for its continued success is its relationships with clients. Learn to keep the magic alive—and get results.
  More articles on Branding, Customer Relationships, Marketing Plans, Marketing Smarter, Marketing Tips
• Stop Making Presentations! How PowerPoint Ruined the US Economyby Dan Sapp
  Right now, in countless corporate conference rooms, otherwise productive professionals are quietly snoring during yet another PowerPoint presentation. Such presentations are costly, ineffective, and distracting.
  More articles on Customer Engagement, Marketing Smarter, PowerPoint, Public Speaking
• Human vs. Machine: Clash of the Translation Titansby Ora Solomon
  Humans or machines—which are superior these days? Both human and machine translation can be used when taking marketing content global. Learn three translation techniques—and when to use them.
  More articles on Content, Hiring Outside Resources, International Marketing, Marketing Smarter
• Embrace Irrationality: A Human- vs. Customer-Centric Approach to Marketingby Jeremi Karnell
  Are you ready for the new marketing paradigm that's emerging? It's human-centric marketing, an evolution of the current customer-centric approach. And it will change the way we are introduced to and form relationships with brands.
  More articles on Branding, Customer-Centric, Customer Engagement, Marketing Smarter, Marketing Tips
• Online Reputation Management's Top 3 Challengesby Monica Giffhorn
  Online reputation management (ORM) has become a hot term in digital marketing. But few marketers know exactly how to use it to their advantage. Learn how to tackle the Top 3 ORM challenges, and let your brand shine.
  More articles on Community, Digital Marketing, Marketing Smarter, Measurement, Social Media, Word of Mouth

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• Are Popover Forms Right for You?
  Although improved browser technology has rendered the popup window nearly obsolete, most of us remember its intrusive horrors. "As a result," writes Mark Brownlow at Email Marketing Reports, "email marketers ...
  More articles on Email Lists, Email Marketing, Marketing Smarter
• The Changing Agency/Client Relationship: Glenn Engler Talks to Marketing Smarts [Podcast]by Matthew Grant
  Senior-level marketers don't seem to believe their digital partners are adequately extending their service capabilities in the digital age. So how does an agency demonstrate that it "gets" digital? Glenn ...
  More articles on Chief Marketing Officer, Digital Marketing, Market Research, Marketing Smarter, Marketing Smarts, Podcasting, Social Media
• Socialize Me! In Stages, Though, Please.
  The journey to complete socialization (the connected kind, not the 1984 kind) takes time, and it's okay to do it in steps. Sometimes it helps your advancement in the social ...
  More articles on Customer Engagement, Marketing Smarter, Social Media
• Three Tips for the Introverted Conference Attendee
  Conferences are ideal venues for plugging into the zeitgeist and networking with colleagues. But they're also expensive. "[And] if you happen to be an introverted marketer, which likely means a ...
  More articles on Marketing Smarter, Networking, Trade Shows/Events
• Three Tips for Effective Feedback-Loop Management
  "If you are a large-volume sender of email, you should be signed up for all the feedback loops that are available," writes Tom Sather in an article at MarketingProfs. "Why? ...
  More articles on Customer Satisfaction, Email Marketing, Marketing Smarter, Reputation Management
• Don't Let Doubt Kill Your Big Idea
  It happens to any innovator: As you develop a big idea, doubt inevitably sets in. "If you are doing something that hasn't been done before, careful analysis will by definition ...
  More articles on Creativity, Management, Marketing Smarter
• Why Search Marketers Are Grabbing the Long Tail
  Many marketers approach SEO by targeting the keywords in their industries with the largest monthly search volumes, but they often neglect the "long-tail" or low volume keywords, which when combined ...
  More articles on Keywords, Marketing Smarter, Research Summaries, Search Engine Marketing, SEO
• Four Ways to Monetize Your Brand Without Charging Your Direct Customers [Slide Show]by David Oates
  Marketers often talk about brand equity and gaining loyal customers. But companies could actually monetize their brands directly and generate revenue from them at no cost to their customers.
  More articles on Brand Equity, Branding, Collaboration, Community, Marketing Smarter, Promotions, Search Engine Marketing
• Will Your Message Be Understood? Only If You 'Speak Human'! [Slide Show]by Christian Gulliksen
  In their book Content Rules, Ann Handley and C.C. Chapman urge us to "speak human" when creating content. Learn how one law firm successfully applied that principle when creating videos ...
  More articles on Content, Content Marketing, Creativity, Humor, Marketing Smarter, Videos
• Three Tips for a Pitch-Perfect Pitch
  "Journalists are bombarded with pitches every day, all day long," writes Mary Reed at MarketingProfs. "The pitches arrive via phone, fax, email, and even social media sites. Because of the ...
  More articles on Email Marketing, Marketing Smarter, Personalization, Public Relations
• Are You Ready for the Holidays?
  "When the weather is warm, the sun is shining and kids are out of school, I think about … the winter holidays," writes Kelly Glass at the Affinity Express blog. ...
  More articles on Marketing Smarter, Small Business, Targeting
• Challenge the Status Quo! Take on a Dominant Market Player [Slide Show]by Louis Rix
  We all learned on the playground in elementary school that it's never a good idea to take on the big kid. But maybe you should! Learn five ways to effectively ...
  More articles on Branding, Customer Loyalty, Marketing Smarter, Marketing Strategy, PPC Campaigns, Small Business
• Time-Tested Tips and Tools for Faster Blogging
  In 2008, Lifehacker published a list of 10 ways to get blogging done without it becoming a chore. "Writing your blog should be a fun way to stretch your mind ...
  More articles on Blogging, Marketing Smarter, Social Media
• What Your Content Marketing Can Learn From Email
  Often, the lessons we learn while working in one medium can be put to very good use in another. And Tracy Gold uses a post at the Marketing Trenches blog ...
  More articles on Blogging, Content, Content Marketing, Email Marketing, Marketing Smarter
• Booz: Adaptability Is Key for Social Media Success
  Among a list of 12 social media success enablers, the ability to react and adapt quickly to change is ranked as the most important factor for succeeding in today's social ...
  More articles on Marketing Smarter, Research Summaries, Social Media, Social Networking
• Should You Appeal to Your Audience's Right Brain or Left Brain? [Video]by Brent Walker
  Science tells us that the brain's two hemispheres process information quite differently. Knowing that, we can shape our writing to appeal to either the left brain or the right brain. ...
  More articles on Content, Customer Relationships, Marketing Smarter
• How to Be a Successful Anti-Engager
  Dan Zarella's "Science of Social Media" Webinar inspired a recent post by Facundo Villaveiran at Channelship's Video Blog about the known "truths" of "winning" at social media—and the realities that may ...
  More articles on Content, Customer Engagement, Marketing Smarter, Marketing Tips, Social Media
• What Nordstrom Can Teach You About Crisis Management [Slide Show]by Christian Gulliksen
  What can be better than exceptional customer service? A recent experience with upscale retailer Nordstrom serves as a prime example of how to win customers over—under less-than-desirable circumstances.
  More articles on Customer Service, E-Commerce, Marketing Inspiration, Marketing Smarter
• Three Rules for Ideation Success
  How often do you gather your team for a day of brainstorming? Jeff Hirsch calls these freewheeling powwows "ideation sessions," and they might just produce an idea that leads to ...
  More articles on Collaboration, Creativity, Marketing Smarter, Writing
• Three Keys to Maintaining Google-Style Business Innovation
  In an interview at Adweek, Google's Head of Global Ad Marketing Lisa Gevelber explains the mission of Think Quarterly, the company's new business magazine. Google realized that "a lot of ...
  More articles on Creativity, Management, Marketing Inspiration, Marketing Smarter

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Marketing Smarter case studies, deconstructing real life examples and illustrating lessons learned

• Twitter + Coffee = A Delicious Elixir for Customer Acquisition and Salesby Coffee Groundz
  CASE STUDY: The Houston-area coffee shop was just one among many, until it found Twitter. Today, the Coffee Groundz is ground zero among local social-media fans—and sales have soared.
  More case studies on Advertising, Case Studies, Community, Customer Acquisition, Marketing Smarter, Twitter
• How a Franchiser Automated Its Marketing Support to Improve Efficiency, Profitabilityby Cartridge World
  CASE STUDY: Global ink and toner supplier Cartridge World expanded its US presence to 650 franchisee-owned stores. But its marketing support lagged behind. Here's how the company turned things around: creating a centralized marketing resource center, upping efficiency and increasing profitability.
  More case studies on Branding, Case Studies, Marketing Budgets, Marketing Smarter
• Smart Marcomm Strategy Enables Precision Manufacturer to Nearly Double Sales in One Yearby Minco
  In the world of engineers, where numbers and measurable impacts reign supreme, marketing communications may seem like a bunch of mumbo jumbo, a pointless exercise in corporate frivolity. But not to electronics components manufacturer Minco.
  More case studies on Case Studies, Marketing Smarter, Marketing Strategy, Sales

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Marketing Smarter online seminar broadcasts from the best minds in marketing

• MarketingProfs University: Growing & Engaging Your Subscribers, Fans, and FollowersBroadcast on 2/9/2012 11:00:00 AM
  More seminars on Community, Customer Engagement, Marketing Smarter, Marketing Strategy, Social Media
• Dan Pink on How to Apply Motivation 3.0 to Drive Customer ActionBroadcast on 1/26/2012 11:00:00 AM
  More seminars on Career Management, Customer Behavior, Customer Engagement, Management, Marketing Smarter, Research
• The State of the Thank You EconomyBroadcast on 9/22/2011 11:00:00 AM
  More seminars on Customer Engagement, Customer Relationships, Marketing Inspiration, Marketing Smarter, Social Media, Thought Leadership
• MarketingProfs University: What Marketers Should Know About GoogleBroadcast on 9/15/2011 11:00:00 AM
  More seminars on Google, Marketing Smarter, Marketing Tips, Search Engine Marketing, Website Design, Websites
• Winning with Speed: 4 Ways Speed Can Topple the Goliath in Your IndustryBroadcast on 6/23/2011 11:00:00 AM
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• The Art of EnchantmentBroadcast on 6/2/2011 11:00:00 AM
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• Growing Your Fan Base and Engaging Effectively on FacebookBroadcast on 1/20/2011 11:00:00 AM
  More seminars on Brand Awareness, Customer Engagement, Facebook, Marketing Smarter, Marketing Tips, Social Media
• Social Media is a Powerful Tool for Small BusinessesBroadcast on 9/2/2010 11:00:00 AM
  More seminars on Customer Relationships, Marketing Smarter, Marketing Tips, Small Business, Social Media
• FREE: Cisco and the Social Web: Our Adoption and EvolutionBroadcast on 8/26/2010 11:00:00 AM
  More seminars on Case Studies, Community, Marketing Smarter, Social Media, Thought Leadership
• 7 Steps to Take Your Brand Social ... and Still Be in ControlBroadcast on 4/22/2010 11:00:00 AM
  More seminars on Branding, Collaboration, Community, Customer Engagement, Marketing Smarter, Measurement, Social Media
• Tales from Twitterville: How Small Shops and Global Giants are Putting Twitter to WorkBroadcast on 4/8/2010 11:00:00 AM
  More seminars on Case Studies, Marketing Smarter, Marketing Strategy, Marketing Tips, Social Media, Twitter
• Leading Them by the Nose: How Web Visitors Follow the Scent of InformationBroadcast on 3/4/2010 11:00:00 AM
  More seminars on Case Studies, Customer Experience, Marketing Smarter, Web Content, Website Design, Websites
• The Naked Truth: Insights from Our Social Media Marketing ResearchBroadcast on 1/14/2010 11:00:00 AM
  More seminars on Benchmarking, Management, Market Research, Marketing Smarter, Social Media
• What Matters Next: Doing Business in 2010, with Seth & GuyBroadcast on 1/7/2010
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• Getting Brand Exposure with an iPhone App: Easier (and Cheaper) Than You ThinkBroadcast on 12/10/2009
  More seminars on Branding, High-Tech Marketing, Hiring Outside Resources, Marketing Smarter, Mobile Marketing, Smart Phones
• The Anatomy of Buzz: Real Life Marketing Lessons, with Emanuel RosenBroadcast on 11/5/2009 11:00:00 AM
  More seminars on Customer Behavior, Customer Engagement, Marketing Smarter, Marketing Tips, Social Media, Word of Mouth
• The New Consumer and Social Media: Energizing Your BrandBroadcast on 9/10/2009
  More seminars on Branding, Customer Behavior, Customer Relationships, Marketing Smarter, Metrics, Social Media
• Cracking the Code: Web Analytics for Paid Search AdvertisingBroadcast on 6/25/2009 11:00:00 AM
  More seminars on Marketing Smarter, PPC Campaigns, Search Engine Marketing, Testing, Web Analytics
• What to Do When Growth StallsBroadcast on 6/19/2009 11:00:00 AM
  More seminars on Economic Crisis, Management, Marketing Smarter, Marketing Strategy
• Behind the Online Curtain: Secrets for Building a Successful Webinar ProgramBroadcast on 4/23/2009 11:00:00 AM
  More seminars on Collaboration, Creativity, Marketing Smarter, Marketing Strategy, Marketing Tips, PowerPoint, Webinars, Writing

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Marketing Smarter Take 10 Webcasts—tactical marketing know-how in just 10 minutes from subject matter experts

• Take 10: How to Generate Big Ideas in Small, Easy StepsReleased on 12/2/2011 10:00:00 AM
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• Take 10 Author Series: How to Fascinate People with 7 Key TriggersReleased on 9/30/2011 10:00:00 AM
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• Take 10 Author Series: How to Win Big with Content MarketingReleased on 9/23/2011 10:00:00 AM
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• Take 10: How to Select Images That Make Your Marketing More EffectiveReleased on 7/1/2011 10:00:00 AM
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• Take 10: 8 Must-Have Apps for Showcasing Your Expertise on LinkedInReleased on 10/8/2010 10:00:00 AM
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Marketing Smarter marketing downloads for the busy professional

• Influencer Marketing Success Stories
  Influencer Marketing Success Stories features 13 companies that have leveraged the influence of outspoken opinion-makers and ordinary online reviewers to achieve their marketing objectives. With examples including Forbes Digital and Virgin America, this new Case Study Collection will show you how use influencer to boost brand awareness, introduce new products, increase sales, and more.
  More tools on Brand Awareness, Case Studies, Customer Engagement, Customer Evangelists, Customer Relationships, Marketing Smarter, Sales, Word of Mouth

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