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  • by Peter Cohan
    How much of our company's corporate overview presentation should you include in a demo meeting? The answer: as little as possible! Many salespeople and technical staff feel comfortable opening a demonstration meeting with a "brief" overview of their company. Most customers refer to this as "Death by PowerPoint." Instead, ... more
  • by Grace Stoeckle
    Web sites run by small businesses far outnumber the Web sites run by large corporations. This means that most sites are produced and operated on a relatively small budget. Each dollar counts, and must be used carefully. But few small business owners are spending enough time figuring out what constitutes ... more
  • by Robin Stavisky
    Hidden away like some Cinderella before the prince discovered her, online pressrooms do not often attract much attention, much less a second look. But like the fairy tale character, online media rooms can offer a striking example of the power of Internet to transform a humble servant into an essential ... more
  • by Susan Solomon
    There are many approaches a company can take to blogging, each of which has its strengths and weaknesses. A blog written by top management, for example, has the potential of providing news straight from the decision makers. But the downside is that CEOs and senior executives are also wary of ... more
  • by Hank Stroll
    This week, post your answer to the query: How successful are webinars as a marketing approach? What works and what doesn't work? Also this week, read your answers to last week's dilemma: blog, forum or Wiki? Which format best meets the needs of a small community? more
  • by Fergus Burns
    From press releases to event announcements and customer memos, syndicating content with RSS offers a way around spam filters and ensures that interested parties receive your company info. Still, PR and marketing professionals are slow to adopt RSS. Many of you may believe it's too difficult or too technical. Perhaps ... more
  • by Paul Bruemmer
    It's always been conventional wisdom that the fastest and most efficient way to research products and pricing is on the Web. But is search engine marketing cost-effective enough to increase profits for B2B marketers? You bet, and here's why. more
  • by Jen Drechsler
    When you are drowning in numbers from your quantitative efforts, talk to women to gain clarity. Remember: women make or influence over 80% of all consumer purchases. So, they are basically your boss. (You listen to your boss, right?) There are eight traps to beware of during qualitative research. If you ... more
  • by Martin Heimann
    Hispanics have recently become the largest minority in the US, and a lot of marketers are trying to tap into this growing market. While many businesses now publish their information in Spanish and advertise in Hispanic print media and TV, relatively few are considering the Internet as a medium for ... more
  • by Hank Stroll
    This week: Past success don't guarantee future success for products. So what do you do when a marketing effort flops? Join the conversation! Also this week, read your advice on: What works (and what doesn't) when an organization wants to invent a brand? more
  • by William Arruda
    To have a successful career in marketing, performing well is no longer enough. You need a solid reputation that extends beyond the walls of your company--and you have to be proactive in building it. One of the best ways to reinforce your reputation is through your online identity. In fact, ... more
  • by Rob Murphy
    Your credit card company invites you to attend a meet-and-greet with your favorite rock band before the upcoming concert. Your financial institution offers you a private golf lesson from one of the professional golfers in a PGA tournament. Your airline offers you the chance to attend spring training for your ... more
  • by Mike Schultz
    Services marketing efforts are moving online not because a few marketing consultants and strategists say they are—but because your clients and prospects are online, and their online experiences are influencing all buying decisions. Here are four arguments you can use to help your firm boldly enter the new world of ... more
  • by Robbie Baxter
    Marketing partnerships can be one of the cheapest, fastest and easiest ways to grow your business and test new market opportunities. It can also be a black hole for resources. During the Internet heyday, it was enough to identify a potential partner and a cool idea, sign a contract and ... more
  • by Joe Tedesco
    If infrastructure-focused IT departments want to stop seeing themselves cut out of the conversations with their own companies' marketing departments, they've got to start speaking the language of business. Until IT departments are willing to make changes, their power will continue the steady decline that began with the ... more
  • by Gerry McGovern
    Search optimization is about getting links. The more links you get to your Web site, the more likely you are to get into the first page of search engine results. In other words, killer Web content gets killer Web links. Last week, we covered the basics. Here, we continue the ... more
  • by Hank Stroll
    Online communities have been around for years, but we now have more tools for building them. The options include Weblogs (blogs), wikis, forums (bulletin boards), email discussions and online chats. Each has its strengths and weaknesses. Which one best suits your needs? Also this week, read your suggestions for the previous ... more
  • by Ian Durrell
    Today's customers perceive themselves as having unique needs and interests, and they demand that businesses understand and meet those individual needs. To satisfy these customers, major marketers must shift from casting a wide marketing net over a vast crowd to selling to millions of individual customers. more
  • by Gerry McGovern
    Search optimization is about getting links. The more links you get to your Web site, the more likely you are to get into the first page of search engine results. In other words: Killer Web content gets killer Web links. Here are some guidelines to follow. more
  • by Jonathan Kranz
    Correctly executed, the written word can be a powerful means of establishing your business in the hearts and minds of your potential customers. Many of us are inhibited, however, by popularly held—yet largely mistaken—ideas of what good business-to-business copywriting should be. Here are five of the most common and destructive ... more
  • by Sean D'Souza
    Clients come to you every single day asking you to give them a choice. A choice between yes and yes. Instead, all you're giving them is a choice between yes and no. Your bank account would see far better days if only you'd step back and use the immense power ... more
  • by Hank Stroll
    This week, add your two pesos to the SWOT Team dilemma: When inventing brands, what works and what doesn't? Also this week, read your answers to last week's query: What approaches work best for holiday campaigns? more
  • by Pat LaPointe
    No matter how much we advocate the science of marketing, its art has not disappeared. Take the balanced scorecard, for instance. In the tradition of marketing creativity, a graphical document—the balanced scorecard—translates marketing strategy to operational terms and sows the seeds for marketing accountability as measured and highlighted on the ... more
  • by Ernest Nicastro
    Any salesperson worth his or her commission check will tell you that landing worthwhile new business takes a repeated and concerted effort—and lots of contact with the decision maker. This is all the more true with salesmanship in print (or across the airwaves, phone lines and other forms of modern ... more
  • by Hank Stroll
    This week, add your two cents to the following dilemma: What can a business do to determine which marketing tools are best for a particular project? Also this week, read your answers to the previous problem: How do you market without an advertising budget? more

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