Know-How News by MarketingProfs.com

Issue 79 | December 1, 2006

Dear Small Business Marketers,

Today's top story (our Premium article) is a fairly meaty book summary. If metrics is one of your hot topics, don't miss this opportunity to get the abridged version of Marketing Metrics: 50+ Metrics Every Executive Should Master.

Our next two articles are also packed with tips you can begin using today. You'll learn how to squeeze the most benefit out of trade shows and your Web marketing efforts.

Then find out what's new this week in Know-How Exchange, MarketingProfs' discussion forum. Learn about lead generation, coordinating marketing and sales teams, marketing to women and many other topics. Then enjoy reading what KHErs are thankful for.

I hope you enjoy this newsletter. Happy Friday!

:: Valerie Frazee
:: Know-How News Editor
:: MarketingProfs.com
:: An online community of 217,100 marketers

Book Summary: 'Marketing Metrics: 50+ Metrics Every Executive Should Master'

Tradeshow Tips for the Introvert

Four Low-Cost Web Marketing Strategies

Develop your winning Marketing Plan for 2007

Markets are in flux, levers are changing - understand evolving best practices to protect your ROI!

Learn how - and get your complimentary report now...

Book Summary: 'Marketing Metrics: 50+ Metrics Every Executive Should Master'

By Michael L. Perla

"You can't manage what you don't measure" is a saying that will never go out of style. It's not only timeless, it's increasingly critical for marketers to heed. Measurement forces us to be clear and specific and to crisply define our terms. It is the great clarifier in a world of ambiguous and imprecise language.

A new book from professors out of the Universities of Pennsylvania and Virginia is one of the best new books about marketing metrics. Titled "Marketing Metrics: 50+ Metrics Every Executive Should Master," the text is a sort of cookbook with must-have recipes for helping marketing managers or executives to design a scorecard, evaluate their business, or better assess market, competitive, and company trends.

Get the full story.

Note: This article is available to our Premium Members only.

Tradeshow Tips for the Introvert

By Doug Stern

B2B events are incredibly efficient. Your clients and prospects gather there in growing numbers. Plus, events like these blend face-to-face selling and broadcast-style marketing, giving you a shot at the best of both worlds. Provided you're smart. And, provided you can overcome the professionals' legendary reluctance to be, well, social. What do you do, then, to get the most out of these opportunities? How do your overcome your introversion? Or, at least mitigate its effect?

Get the full story.

Four Low-Cost Web Marketing Strategies

By Eileen Cruz Coleman

Web marketers don't sit in labs, mixing and testing search engine formulas. Good Web marketers form online relationships by joining discussion forums, subscribing to e-newsletters, visiting blogs, and introducing themselves to online media. So get inspired and get yourself out there.

Get the full story.

Here are this week's hottest topics. These have been the most active discussions in KHE over the last seven days.

These are this week’s superstars! The Most Stimulating started the hottest discussions. The Most Active contributed the most posts (questions + answers). And the Most Expert earned the most points.

Most Stimulating	Most Active	Most Expert
JoMasterson pmcc254 shelleywearinc JoMasterson shan cole_11softball spost17 sillbodd kelair10 mango mafia	JoMasterson bigstarnow shghosh Frank Hurtte W.M.M.A. kathysmithcasting jojo Chrissie QWAFBJGIITVQ m_haddad17	Frank Hurtte kathysmithcasting JoMasterson telemoxie Stephen Denny W.M.M.A. darcy.moen wnelson coupon man Guni

It was easy to choose this week's forum question for Lessons Learned. Frequent contributor JoMasterson asked for ideas for better coordinating the marketing and sales teams when it comes to lead generation and qualification. This is such a universal challenge that many experts weighed in with different perspectives. In fact, several thanked her for launching such an important discussion.

Discussion: Sales Departments, Leads & Marketing

Have something to add? The Asker will be alerted when you reply.

Today's perk for KHN subscribers is our seminar: BOOM: Marketing to the Ultimate Power Consumer - The Baby Boomer Woman. Click to read the description. Then use the link below to replay the seminar before next Friday. (The time limit is just for non-Premium Plus members. Premium Plus members may replay the seminar any time.)

Here's what one attendee told us about this seminar: "There were many here at our office listening to this seminar and everyone says it is the best one you've had (at least so far in this 10 part series that you are currently in.) We liked how visual it was with all the bright pictures, etc." Don't miss the chance to replay it. (Normally $99.)

Resource: Marketing to Baby Boomer Women

Or browse 389 resources posted in our Resource Library.

We are suckers for sentimental Thanksgiving lists (Val especially). They're great for producing feel-good emotions. But one list in particular also made us laugh. Check out what came in #2 for jojo. And be sure to post your thoughts if you haven't had a chance before now. There's no deadline for being thankful.

Discussion: What are YOU Thankful For?

Have something to add? Please do! You could earn points.

Want to share the news? Invite your colleagues to participate in our online discussion forum, Know-How Exchange.

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