Customer Engagement

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• Holiday Mailings: The What, When, and How of Cutting Through the ClutterDoug Stern
  A lump of coal in your Christmas stocking—that's what the most recent holiday mailing you managed may have felt like. So while the pain and memory are relatively fresh, let's take ...
  B2B Marketing, Customer Engagement, Targeting, Writing
• Four Ways That the Best Newsletters Are Like BlogsNick Usborne
  Blogging, Customer Engagement, Newsletters
• Give Your Sales Reps an Unfair Advantage—Train Your Prospective CustomersDavid Rogelberg
  Whenever people strive to buy a complex product, they want to learn as much as they can prior to talking with a sales rep. For example, people spend almost two ...
  Case Studies, Collaboration, Customer Engagement, Sales, Writing
• The Real Story Behind the Success of Dove's Campaign for Real BeautyMarti Barletta
  Contrary to popular opinion, Boomer women aren't in denial about aging. Advertisers are. And the women they're supposed to be trying to connect with are getting annoyed.
  Advertising, Customer Engagement, Marketing Inspiration, Women
• Four Ways That the Best Newsletters Are Like BlogsNick Usborne
  It may seem strange to compare an e-newsletter with a blog. But it's not so strange at all, because it wasn't long ago that we turned to online newsletters -- ...
  Blogging, Customer Engagement, Newsletters
• How to Establish Sales Credibility: It's Not the Story You Tell, It's the Questions You AskJeff Thull
  Establishing credibility is one of the most critical elements in securing a new customer. The customer must see you as a credible and trustworthy resource. Here's how to establish credibility ...
  Customer Acquisition, Customer Engagement, Sales
• Three Ways (and a Free Flash Gadget) to Get Godzilla Ad IdeasSteve McNamara
  Here are three new ways for you, and your creative team, to trigger some gigantic ideas.
  Advertising, Creativity, Customer Engagement, Product Marketing, YouTube
• Six Ways to Prepare Better Collateral for Sales TeamsJonathan Kranz
  Ah, sales and marketing. They're like two siblings fighting in the back seat while mom, pop—or a company executive—drives the car. Jonathan doesn't know how to stop all this bickering (and ...
  Case Studies, Collaboration, Customer Engagement, Lead Generation, Lead Quality, Marketing Tips, Sales, White Papers
• Marketing to Generation X and YMichael Fleischner
  If you're trying to market to adults who were born between 1965 and 1994, then you need to understand the best method for reaching generation X and generation Y. The answer ...
  Copywriting, Customer Engagement, Direct Marketing, Online Marketing, Targeting
• Seven Sure-Fire Ways to Lose an Audience's AttentionAlison Davis
  Customer Engagement, Marketing Tips, Positioning, Public Speaking
• When PowerPoint Is Not EnoughStanislav Kravets
  Customer Engagement, PowerPoint, Public Speaking, Videos
• Spreading the Brand Message One Community at a TimeRichard Buck
  There are a number of questions marketers should explore when creating and nurturing an online branded community.
  Branding, Customer Engagement, Interactive Marketing, Segmentation, Word-of-Mouth
• Using Personas as a Sales-Enablement ToolLaura Patterson
  Think of personas—customer archetypes—as "stand-ins" representing the needs, goals, and personal characteristics of various groups of your customers. They are invaluable for giving salespeople insight into the behaviors, expectations, and motivations ...
  Customer Engagement, Customer Experience, Personas, Sales, Targeting
• Marketing-Led Organization—or BustJeffrey Mucci
  What does it mean to truly be marketing-led organization? And what does it take to understand the consequences in implementing this dramatic shift in strategy and culture?
  Benchmarking, Branding, Customer Engagement, Customer Experience, Voice of the Customer
• Seven Sure-Fire Ways to Lose an Audience's AttentionAlison Davis
  Want to make sure your message doesn't get through? That your campaign disappears without a trace? That your communication program suffers a quick, painful death? Then be sure to try one ...
  Customer Engagement, Positioning, Writing
• 'Twas the Night Before THE Big DemoPeter Cohan
  Collaboration, Customer Engagement, Marketing Tips
• Top 13 Marketing Budget Wastes—and How to Avoid ThemEran Livneh
  Once again, it is that time of year... when marketing departments are busily preparing next year's budget. As we all know, chances are you won't be able to get everything ...
  Collaboration, Customer Engagement, Lead Generation, Marketing Budgets, Permission Email Marketing, Sales, Targeting, Telemarketing
• The 10 Biggest Mistakes Marketers Make—No. 6: Ignoring Your Company's Business ModelRoy Young
  Regardless of the business model that predominates in your company, you can help your superiors and colleagues see your connection to cash flow by actively supporting that model through your ...
  Customer Engagement, Market Research, Marketing Challenges, Marketing Strategy
• Customer-Centric Champion: Cheryl Keener at Network ApplianceRoy Young
  Cheryl Keener, recently named senior director of customer development at Sunnyvale, CA-based Network Appliance, leads her company's "Evidence to Win" program. In part, the program is designed to cultivate positive ...
  Collaboration, Customer Engagement, Customer Relationships, High-Tech Marketing
• Marketing Challenge: Three Ways to Save a ProductHank Stroll
  This week: When you aren't ready to send a product out to pasture, how do you reinvigorate it? How can a company reposition its brand and increase sales?
  Brand Awareness, Collaboration, Customer Engagement, Marketing Challenges, Product Marketing, Targeting