• Start Smart: A 10-Step Social Media Guide for B2B Marketers by Christina "CK" Kerley
  There's no escaping it, marketers: Amid a flurry of headlines, bestsellers, and reports documenting social media's meteoric rise... the future has arrived. But for a B2B executive tasked with making sense of it all, wouldn't it be nice if the ...
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• Making Your Email 'Social-able'  by Kara Trivunovic
  Take a minute and think about the folks with whom you socialize. You may have a professional network (LinkedIn) and a personal network (Facebook). You may tweet for fun or business, or for both—or maybe you just follow some sports ...
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• Five Essential Strategies for Measuring Marketing Effectiveness by Ram Krishnamurthy, Brad Ewald
  To drive response and determine the appropriate marketing mix in this new digital paradigm, marketers must adopt a fresh approach to understand how to influence prospects and customers. By doing so, marketers can maximize marketing spend and generate stronger return ...
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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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• Achieving Relevance in Direct Digital Marketing: An Introduction by Bryce Marshall
  There are five keys to making a relevance-centered approach a reality in your direct digital marketing programs(such as email, websites, mobile, and so on).
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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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• Affiliate Marketing: How to Boost Sales and Minimize Risk by Kimberly Smith
  Affiliate marketing is in a growth stage, strengthened of late by an explosion in the number of bloggers and other site publishers who are recognizing its rewards. But an affiliate program can be catastrophic if they are not well-managed.
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• 'White Swan' Marketing, or How to Focus on What Works by Jonathan Salem Baskin
  When the latest marketing answers fail to produce the results you expect, maybe it's time to start asking different questions. You don't need me to tell you that we're in a crisis of confidence: Consumers don't believe or act on the ...
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• The Pursuit of ROI: Will It Lead You to Rags or to Riches? by Sharan Jagpal
  It's no secret that the business world is slow to change. Sure, it has made the evolution from typewriters to computers for word processing, and from snail mail to email for written communication. But in regard to the core of ...
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• Knowing What Matters—Your Success Criteria—Is a Guiding Light in the Dark by Nilofer Merchant
  Here's a scenario many of us have experienced: The CEO sets the revenue goals in the annual business plan; the plan is handed down; and the business units scramble to make the numbers. Only one thing is wrong: We don't know ...
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• Five Ways to Maximize ROW (Return on Webinar) by Kimberly Smith
  How can your webinar receive a standing ovation? In a follow-up to last week's article, here's a guide to the technical steps for ensuring your webinar becomes a smash hit... as much within your own organization as among the intended ...
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• Secrets of Viral Video: Three Keys to Launching a Campaign That Resonates by Kimberly Smith
  Video viewing is way up, but so are video postings. These days, it takes more than a dancing baby to attract eyeballs and gather viral momentum. Here's a straightforward guide for netting your audience's attention, with advice from organizations that ...
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• GM's Biggest Strategic Blunder by David A. Aaker
  GM's CEO, Rick Wagoner, has opined that the automaker's biggest blunder was to walk away from the electric car. But GM's biggest strategic blunder might have been its failure to view Saturn strategically—and as a consequence not allowing it to fulfill ...
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• Win Through a Social Contract: Use Teamwork to Create Value, Develop New Strategy, Iterate Quickly, and Implement by Nilofer Merchant
  People succeed together because they share a unified sense of purpose and a common vision for what they need to do. This unified sense of purpose comes from core beliefs. Core beliefs help a team to create together because they share ...
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• Benchmarking: A Best-Practice for Improving Marketing Performance (Part 2) by Laura Patterson
  Knowing what to improve and by how much is vital to establishing realistic performance targets and metrics. This two-part article discusses how to use benchmarking to assess your organization's performance and to understand what changes to make. Part 1 defined benchmarking ...
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• Four Steps to Marketing Smarter (and for Less) in Today's Economy by Kimberly Smith
  The economy is sour, consumers aren't buying, and the competitive landscape is mutating. What's a marketer to do? Well, you can start by following advice from the likes of Tim Berry, Seth Godin, David Meerman Scott, Bryan Eisenberg, and Jonathan ...
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• Benchmarking: A Best-Practice for Improving Marketing Performance (Part 1) by Laura Patterson
  CEOs and CMOs are interested in seeing marketing organizations improve their performance in two key areas: effectiveness (the ability to produce the desired result) and efficiency (reducing waste). The economic environment makes these efforts even more top-of-mind. Often the question ...
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• Something for Nothing: The New Age of Marketing and Advertising? by Tim Brunelle
  What's of greater value: the idea itself, the selling of the idea, or the production of the idea? While there seems to be a shift afoot, why does our industry continue to struggle to ascribe value to (and get paid ...
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• Staying Up in a Down Economy: Eight Marketing-Strategy Tips from Best Buy and Wipro CMOs by Roy Young
  Leading companies do not subscribe to the notion that marketing is a discretionary expense. They know that there is business opportunity during economic downturns, and marketing can lead the way.
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• Six Approaches to Marketing in Tight Economies by Jim Lenskold
  Marketing pundits have advocated throughout this year that tough economic times are the right time to build bands and grow share of voice. But this will not work for every company. Here are the six approaches that can help you ...
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• The Ho-Ho Heat Is On
  "The holiday season is the most important time of year for retailers, when aggressive goals are set for increased traffic and sales, both in-store and online," says eROI's Alex Williams ...
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• Problem Solved: What's the Right Social-Media Fit?by Claire Coyne
  You know your company needs to jump in to social media to compete in today's Internet-based marketing world. But which channel is right for you? How can you find the ...
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• Adobe to Buy Omniture for $1.8 Billion
  Adobe will buy Web analytics firm Omniture in a move to enable Adobe customers to better measure and monetize their digital assets, said Adobe.
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• eBay Sells Stake in Skype
  eBay is selling a 65% stake in Skype for $1.9 billion in cash and a $125 million note, reversing a 2005 acquisition that had puzzled analysts.
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• 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?"
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• What Works for B2B Marketers in Social Media?
  Last week, as part of the MarketingProfs B2B Forum in Boston, three marketers volunteered to have their social media campaigns analyzed by social media expert and MarketingProfs contributor Jason Baer. ...
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• Let the Sun Shine In
  When hunkering down to face a challenging economic climate, you might become so focused on survival that you don't notice when the storm begins to weaken. In an article at ...
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• Attitude Adjustment: Proactive vs. Reactive Marketing
  No doubt about it: marketing and selling even the best of solutions in a bad economy is a hard job. On the sales front, cycles are longer, it's tougher to ...
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• 'Mainstream' Is Not a Target Market
  Mainstream is not a target market. In fact, by trying to blandly appeal to everyone, you wind up not really appealing to anyone in particular. Yet, in many companies, "niche" ...
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• Pick a Price, Any Price
  When you have customers scrambling to make ends meet, or cutting back on unnecessary expenditures, it might seem foolhardy to let them set prices for your product or service. But ...
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• Can We Talk?
  Some time ago, we highlighted a MarketingProfs article in which Michael Antman cautioned against making word-of-mouth (WOM) strategies the primary element in your marketing mix. "He raises reasonable points about ...
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• Google: New Media Meets Old Media
  Google has always been considered a giant in the online world—it's even been said it rules the Internet. But one medium it hasn't ventured into is television. Until now, that ...
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• Cool It, Speed Racer!
  "I am not going to go on a rant [about] adding a 'share this,' 'follow me,' 'digg this,' or another technology to your email programs in order to drive cross-channel ...
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• Easy There, Mr. Popular
  "Social media is cool!" proclaims Chris Brogan in a premium article at MarketingProfs. "Blogging and podcasts are cool! We're so cutting edge! Twitter is like the future here today, and ...
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• You Too Can Tweet, Part I
  Given the recent Facebook redesign, you're probably hearing a lot of yammer about Twitter. If by now you're not familiar with how Twitter can benefit your brand, walk with us ...
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• Mix It Up, People
  In a post at the HubSpot blog, Prashant Kaw says his small education-oriented Web site has achieved remarkable Google rankings in a category loaded with heavyweight competitors. His dependence on ...
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• Make Your Campaigns More Presidential
  As voters went to the polls on election day, Seth Godin decided to outline what we can learn from a presidential campaign that took marketing sophistication to entirely new levels. ...
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• Mission Control
  "We are bombarded with messages that tell us the how, why, should and must of business," says Karen Swim in a post at Words For Hire. "Much of the information ...
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• Try Some Nonprofit Holiday 'Retail'
  "In these stressful economic times, it is more important than ever to build messages that resonate with your audience," says Winston Bowden in an article at MarketingProfs. "Like retailers, nonprofits ...
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• Loaf Run
  A recent television ad from Britain's Hovis has gotten as much press for its cinematic scope as for the bread it markets. Shot with 750 meticulously costumed extras over a ...
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Marketing Strategy case studies, deconstructing real life examples and illustrating lessons learned

• How a Single Voice Recording Scored Immediate Ticket Sales for Boston Collegeby Boston College Athletics
  CASE STUDY: Boston College had just two weeks to inspire alumni and fans to make a last-minute trip to Florida after the school's football team secured its first conference title game. An enticing voice-marketing campaign quickly generated 5,000 ticket sales, netting $200,000.
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• How HP Boosted Product Sales 84% by Letting the Blogosphere Run Its Online Marketing Promotionby Hewlett-Packard
  CASE STUDY: Hewlett-Packard simply handed over a $5,000+ computer prize package to each of 31 bloggers, asking them to give away the prizes to their readers in any way they saw fit. HP trusted the bloggers' influence over the market it wanted to reach—and had faith in their creativity. Turned out, that trust and faith were not misplaced.
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• How A Financial Services Firm Increased its Deliverables by 25%, With Fewer Staff, After New US Regulationsby Rydex Investments
  In an era of increasing federal regulation and greater competition in the mutual fund market, a financial firm found itself needing to modernize its marketing efforts. Rydex Investments, a private company that sells funds and other financial products primarily to institutional investors, decided to try some new techniques to get its sales materials quickly into the hands of prospective customers.
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• How a Long-Running Tool Infomercial Has Kept Sales and ROI Strong for Six Yearsby Professional Tool Manufacturing
  How do you sell a niche product with a limited potential audience? Try an in depth-television infomercial. Professional Tool Manufacturing's infomercial for Drill Doctor, a drill-bit sharpening machine, is one of the longest-running infomercials in TV history. It has consistently driven retail sales—more than two million Drill Doctors have been sold—while substantially saving advertising costs. Professional Tool Manufacturing and its direct response television (DRTV) agency Atomic Direct created an award-winning infomercial by avoiding the traditional yell-and-sell approach and instead honing in on communicating the benefits of drill-bit sharpening to a sophisticated, do-it-yourself audience.
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• From the Ground Up: Annie's Homegrown Builds a Vibrant Business in a Commodity Marketby Annie's Homegrown
  Here's a look at how Annie's Homegrown used grassroots marketing to propel itself from a home-based startup selling a commodity food item—packaged macaroni-and-cheese—in small mom-and-pop natural food stores to a vibrant business with products that are sold by supermarkets in all 50 states.
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• 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.
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Marketing Strategy online seminar broadcasts from the best minds in marketing

• Social Media in the B2B Universe: What's Working NowAttendee rating:  - 9/23/2009
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• Getting Buy-in with Social Media Measurement: Don't Sweat the Small StuffAttendee rating:  - 8/20/2009
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• Street Stories: Social Media and the Sales CycleAttendee rating:  - 8/6/2009
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• Putting Why Before How: Seven Steps for Focusing Your Social Media StrategyAttendee rating:  - 7/30/2009
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• Twitter Power: How to Dominate Your Market One Tweet at a TimeAttendee rating:  - 7/2/2009
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• What to Do When Growth StallsAttendee rating:  - 6/19/2009
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• Customer Experience Intensive: What CEM Means for Your Brand and Your MarketingAttendee rating:  - 4/30/2009
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• Behind the Online Curtain: Secrets for Building a Successful Webinar ProgramAttendee rating:  - 4/23/2009
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• When the Budget Axe Falls: What to Cut, What to Keep, What to GrowAttendee rating:  - 3/12/2009
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• Green to Gold: Why Smart Companies Are Going Green (Even in a Recession)Attendee rating:  - 2/12/2009
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• Bam! A Recipe to Add Social Media to your Marketing MixAttendee rating:  - 2/5/2009
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• Social Graces: Strategies to Take Your Social Media Marketing Beyond One-Off TacticsAttendee rating:  - 1/22/2009
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• YouTube for Business, Part 2: Creating Effective YouTube Business VideosAttendee rating:  - 12/12/2008
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• YouTube for Business, Part 1: Making YouTube Part of Your Online Marketing StrategyAttendee rating:  - 12/11/2008
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• Content Marketing: How to Position Your Company as a Trusted Expert ResourceAttendee rating:  - 12/4/2008
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• Creating a Customer-Centric, Measurable Marketing PlanAttendee rating:  - 10/16/2008
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• Marketing in an Economic MeltdownAttendee rating:  - 10/10/2008
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• Dialing Isn't Dead: How B2B Marketers Can Pick Up the Phone and Pick Up BusinessAttendee rating:  - 10/2/2008
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• Direct-to-Consumer PR: Putting the "Public" back in Public RelationsAttendee rating:  - 9/11/2008
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• How to Market Consulting and Professional ServicesAttendee rating:  - 5/1/2008
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See all 32 marketing On Demand Seminars related to Marketing Strategy

Marketing Strategy marketing downloads for the busy professional

• Marketing Strategy Guide
  This Guide explores the three stages of effective marketing, and how you can determine which approaches will give you the greatest bang for your buck.
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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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