To view this issue on the Web, use this link: http://www.marketingprofs.com/webnews/7/news9-11-07_0.asp ============================================================== MARKETINGPROFS - TODAY ============================================================== September 11, 2007 Volume 6, No. 37 ============================================================== made possible by: NETFACTOR Conversion Without Registration - Get More Leads It’s Like Caller ID for your Website. Now Capture Business Visitors as Leads with No Registration. Get Companies. Contacts. Phone. Emails. Try it - FREE http://www.netfactor.com/webleads4.htm =============================================================== THIS ISSUE'S ARTICLES: 1 - Create Compelling Business Stories in Three Simple Steps 2 - The CFO as Brand Ambassador? It's Possible, and Here's How 3 - What Web Marketers Should Know About Twitter 4 - Getting Old-Fashioned Buzz With New Media: Q&A With Paul Dunay 5 - New Interactive Tools and Tactics for the B2B Marketer 6 - Five More Keys to Engaging the Customer to Produce Real Innovation: Lessons From LEGO (Part 2 of 3) 7 - Blazing Trails to Brand Leadership + Advertising Info. for MarketingProfs + Top articles from our last newsletter - in case you missed it A NOTE TO READERS: B2B Marketers: We Want You! If you are a B2B marketer, we need you! MarketingProfs has partnered with Forrester Research to conduct a survey focusing on B2B marketing budgets, and we’d love your participation. Results of the study, which will provide benchmarks about B2B marketing budgets and organizational structure, will be released at the MarketingProfs B2B event next month in Chicago, Driving Sales: What Works, What’s New, What Sticks. Take the survey – which should take no more than 15-20 minutes to complete. By the way, participants get a copy of the primary research document that will result from the study. And all respondents will be entered in a random drawing to receive one of three $50 gift certificates to Amazon. So ... go on! What do you have to lose? Thanks in advance – and I hope to see you in Chicago! Ann p.s. Speaking of spending: How much should you be spending on marketing? This question – and others that relate to marketing spending – will be the topic of this week’s Small Business Marketing Seminar Series session on Friday, September 14, at 3 p.m. Eastern: Budgeting for the Marketing Mix. If you haven’t participated in one of these seminars yet, this is a perfect opportunity. Check it out here. ============================================================== made possible by: EMETRICS Where Online Marketers Optimize Make your website more valuable to your customers. Make yourself more valuable to your company. Increase your marketing ROI across the board. Register Now http://clk.atdmt.com/OVM/go/eme0020000004ovm/direct/01/ ================================================================ 1 - CREATE COMPELLING BUSINESS STORIES IN THREE SIMPLE STEPS Stories aren't just for campfires and school children. They're a powerful way for businesses to communicate their value, to create an emotional hook that sticks in their prospects' imaginations. Nordstrom's and HP have used them effectively to convey outstanding customer service (the former) and innovation (the latter). Yet most businesses remain tongue-tied—not because they don't have stories to tell, but because they don't know how to tell them. The truth is that you don't have to be a writer to create an effective business story. In fact, all it takes is three simple steps. Get the full story. Please note: This article is available to paid subscribers only. Get more information or sign up here. http://www.marketingprofs.com/7/create-compelling-business-stories-three-steps-kranz.asp **************************************************************** 2 - THE CFO AS BRAND AMBASSADOR? IT'S POSSIBLE, AND HERE'S HOW Kronos had an obvious identity problem that clearly impacted its sales performance, so getting support from the executive suite for a branding initiative should have been a slam-dunk. Except not quite. While everyone agreed there was a brand problem, the solution was costly and very long-term. Here's how Marketing won over Management, by talking a language they understood. Get the full story. http://www.marketingprofs.com/7/cfo-the-new-brand-ambassador-itkin.asp **************************************************************** 3 - WHAT WEB MARKETERS SHOULD KNOW ABOUT TWITTER If you're responsible for the direction of the online strategies for your company or organization, you've probably been hearing buzz about Twitter, a next-generation instant messaging tool. Even if you're new to Twitter, this article will serve as a guide to educate you to help you make a decision, by linking to resources and providing a starting point for your strategy. Get the full story. http://www.marketingprofs.com/7/what-web-marketers-should-know-about-twitter-owyang.asp ============================================================== made possible by: TEXT ADS ================================================================ 4 - GETTING OLD-FASHIONED BUZZ WITH NEW MEDIA: Q&A WITH PAUL DUNAY Paul has earned his keep over the past 20 years by building buzz for heavyweights like Google, IBM, and Microsoft. These days he's immersed himself in social media, which serves him well as the director of Global Field & Interactive Marketing for BearingPoint. In this one-on-one, he gives us the lowdown on how to use social media to kick-start your buzz marketing efforts. Get the full story. http://www.marketingprofs.com/7/old-fashioned-buzz-with-new-media-collier.asp **************************************************************** 5 - NEW INTERACTIVE TOOLS AND TACTICS FOR THE B2B MARKETER In an online sales environment that is both increasingly competitive and cluttered, B2B marketers must be able to perform two critically important tasks: They must communicate a unique brand identity, and they must be agile enough to quickly customize lead generation and communication programs to meet their measurable objectives. These tasks can be especially challenging for small-to-medium-sized B2B firms, as well as for divisions of very large firms. Here's where they are turning for help. Get the full story. http://www.marketingprofs.com/7/b2b-marketer-interactive-tools-tactics-rizzo.asp **************************************************************** 6 - FIVE MORE KEYS TO ENGAGING THE CUSTOMER TO PRODUCE REAL INNOVATION: LESSONS FROM LEGO (PART 2 OF 3) Part one of this three-part series examined the overall role the customer can (and should!) play in innovation. Here is a deeper look at five specific ways that Marketing can engage the customer in the innovation process, using examples from LEGO, a company that has used these techniques with clear and brilliant success. Get the full story. http://www.marketingprofs.com/7/five-keys-engage-customer-produce-innovation-part-2-shaeffer.asp ============================================================== made possible by: B2B EVENT OCTOBER 2007 MarketingProfs B2B Forum 2007
What's New, What Works, What Sticks Join us for two days of intensive learning, networking, and learn the secrets of B2B prospect acquisition and management from the industry’s leading experts. Check out the complete conference program October 1 & 2, 2007 Renaissance Chicago Hotel Register Today https://www.marketingprofs.com/events/register.asp?evid=1 ================================================================ 7 - BLAZING TRAILS TO BRAND LEADERSHIP How come some brands are great, while others manage to be just good? Is there a trick up the sleeves of those great brands—a trick that good, sustainable brands can adopt to become equally well-known? The answer is yes. Get the full story. http://www.marketingprofs.com/7/blazing-trails-to-brand-leadership-lindstrom.asp **************************************************************** TOP ARTICLES FROM OUR LAST NEWSLETTER THE SEVEN DIRTY WORDS YOU CAN'T SAY IN EMAIL SUBJECT LINES (PLUS 100 OTHERS YOU SHOULDN'T USE, EITHER) http://www.marketingprofs.com/7/seven-dirty-words-email-subject-lines-ayan.asp 25 METRICS TO PROVE MARKETING DRIVES SALES http://www.marketingprofs.com/7/25-metrics-prove-marketing-drives-sales-young.asp 10 INNOVATION IDEAS WHEN YOU ARE ON A DEADLINE http://www.marketingprofs.com/7/innovation-ideas-when-on-deadline-dwyer.asp WHAT THE WEB MARKETER SHOULD KNOW ABOUT FACEBOOK http://www.marketingprofs.com/7/facebook-what-web-marketers-should-know-owyang.asp **************************************************************** SUBSCRIBE TO OUR FUTURE NEWSLETTERS Not a subscriber? Get the latest web and off-line marketing know-how delivered bi-weekly. Solid ideas backed by theory, experience and understanding. We give it to you free without the hype and self-promotion found elsewhere. http://www.MarketingProfs.com/Newsletter/signup/subscribepage.asp?t=MPnews **************************************************************** INFO ABOUT MARKETINGPROFS.COM MarketingProfs.com is an online publishing company that specializes in providing both strategic and tactical marketing know-how to Internet and offline marketing professionals through a combination of provocative articles and commentary. Get original, not recycled ideas. ADVERTISING INFO If you want to reach a marketing audience, won't find a better place to advertise on the web. Go here to get our contact info., demographics, and our current media kit. http://www.marketingprofs.com/about/adproducts.asp **************************************************************** You received this newsletter at this address (%%email%%) as part of your membership to MarketingProfs.com, or because you subscribed to our newsletter. You can easily change the newsletter format to text or html, change your email address by going here http://www.MarketingProfs.com/d.asp To stop delivery, please send us a blank e-mail here: mailto:%%remove%% Copyright © 2006 MarketingProfs.com. All rights reserved. We protect your privacy MarketingProfs, LLC | 419 N. Larchmont | #42 | Los Angeles, California | 90004 All logos and names are the copyrights of the respective owners Helping marketers from all industries succeed online through highly effective email technology and professional services.