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Three Questions Your B2B's 'Story' Must Answer
No B2B company can achieve a leadership position without a thought-provoking point of view. "Customers buy into the story before they buy the solution," writes Robert M. Wright at MarketingProfs. ...
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What Every B2B Marketer Needs to Know About Millennials
The Millennials have arrived! The first wave of the Millennial generation (born between 1980 and 2000) is now entering decision-making positions at companies across the land. And in a post at ...
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Content Marketing's Three E's
Just as education has its three R's (reading, 'riting, and 'rithmetic), content marketing has its three E's: engage, educate, and earn. Or so writes Zach Michonski in his Brafton blog ...
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How Well Do You Know Your Customers?
You do just what a good marketer is supposed to do: using research, you create targeted campaigns with relevant messages and excellent value. And yet, your customers don't respond. So ...
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What Content Marketers Can Learn From Legendary Rock Bands
What separates a legendary rock band that plays in sold-out stadiums from a one-hit wonder warbling at the local fair? According to Peter Krainik, writing in Forbes, one difference—besides the ...
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Five Tips for Writing Email Copy That Sells
Writing copy for your email campaign can be daunting, in large part because "it needs to successfully navigate the line between creativity and calculated buying psychology," notes the Marketfish blog. ...
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The Importance of 'Free'
When Kantar Media asked over 2,500 people what encouraged them to purchase more products online, the top two responses had something in common: the word "free." "More than three out ...
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Why Inactive Subscribers Might Be Just Fine
According to conventional wisdom, if email subscribers remain inactive for at least one year, it's best to remove them from your list.
But Dela Quist takes a contrarian view. "Inactivity is ...
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How to Bridge the Left Brain-Right Brain Gap In Your Loyalty Program
"To deliver the critical wow factor that draws consumers into loyalty programs and keeps them there," writes Fred Thompson at MarketingProfs, "marketers must get inside customers' heads."
What you'll find ...
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Four Reasons Haters Are Good for Your Company
Your company will always have haters—unhappy customers who go out of their way to trash your product, service or customer service at every opportunity. "They often find their way onto ...
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Four Ways to Make Your Webinar a Boring Waste of Time
Think about the last webinar you attended. Did it have your full attention? Or did you also open your mail? Wave a passing colleague into your office for a quick ...
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Should You Change Your From Line?
Should you change the from line you use in email campaigns? According to Mark Brownlow, most people would advise against it—strenuously—on the grounds that messages might be ignored or marked ...
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The Customer Is Always Right -- Except When He Isn't
We say the customer is always right. But what happens when bad customers co-opt the adage to justify their bad behavior? At least one company "fires" them—to the delight of ...
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The Hazards of a 'Bad News' Email Subject Line
There's a good chance you've gotten email with the phrase "bad news" in the subject line.
"It has been used by a number of Internet marketers to increase response rates, notably ...
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How a Typo Can Hurt Your Business
"Have you noticed spelling errors on the websites of major, legitimate retailers and/or service providers?" asks Julia Rubiner in the Editorial Emergency newsletter. "The answer is almost certainly 'no.'" Large ...
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Why Surprising and Delighting Customers Isn't Enough
"As much as creative marketing and promotions can help a product, service, or company stand out," writes Linda Ireland at the MarketingProfs Daily Fix blog, "it always comes down to ...
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Five Ways to Keep Subscribers From Hitting the Spam Button
There's the legal definition of spam—as outlined in CAN-SPAM—and then there's the real-world definition used by many of your subscribers: any piece of email I'd rather not receive. Even recipients ...
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Avoid These Four Personalization Mistakes
"Whether it's a story recommendation on NYTimes.com, song suggestions on Pandora, or search results on Google, online personalization has become ubiquitous, shifting consumer expectations toward anticipating more targeted Web experiences ...
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What to Do When the Buyer Wants the Status Quo
There's a good chance your typical B2B customer works in a state of constant overload: too many emails, too many meetings and too much buzzing in her ears. It doesn't ...
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How to Make the 'Nudge Effect' Work for You
"You may be frustrated with unopened emails and low clickthroughs, but be reassured that even if your subscribers don't open your email, its presence in their inbox leads to a ...
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