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Marketing Articles: General Management

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  • How's This for Passing the Buck?
    One year ago, Lynda Partner wrote—but did not publish—a blog post that eviscerated a software company for taking liberties with her email address, and then treating her complaint with stunning indifference. "Why publish it now, you ask? This week I got more spam from this same company," she says. "It ... more
  • Stellar Viral Videos, Pt. II
    Last week, we showed you some cool makeup vids as an example of how viral videos can rack in the mega-bucks. This time, we offer a sample of how a consistent, useful and compelling online video campaign can serve your brand amazingly well. Consider "Will it Blend," a fascinating online ... more
  • Are You Drippy or Loopy?
    Although B2B marketers may use the terms drip marketing and closed-loop marketing interchangeably, they are actually two distinctly different approaches to lead nurturing, says Maria Pergolino in a recent post at the Modern B2B Marketing blog. She offers a breakdown of the differences between the two techniques. Some highlights: A ... more
  • When Silence Speaks Volumes
    Finding the right people for your marketing team can be a challenge, especially when you check references and find that former employers are guarded in their comments. "[I]f a candidate is less than outstanding," says Douglas Hanna in a post at the Service Untitled blog, "a lot people are hesitant ... more
  • You CAN Get Satisfaction
    Mick Jagger sang, "I can't get no satisfaction," and that's apparently how many SEM professionals feel about their efforts these days. A recent report from [x+1] found that even though organizations are still investing as much if not more in SEM during this down economy, they have been somewhat unhappy ... more
  • Revelations in Marketing Automation
    IDC's CMO Advisory Practice is in the midst of its 2009 Tech Marketing Benchmark study, gathering marketing research data from hardware, software and services vendors. The study conclusions will inform IDC's 2010 Marketing Investment Planner, due out later this year. In a post on the Technology Marketing Blog, Seth Fishbein, ... more
  • Lessons From a Cardboard Box
    Mark Brownlow of Email Marketing Reports says he learned a thing or two while working in a cardboard-box factory as a teenager. "The first was the importance of proofreading," he says. "There are not a lot of alternative uses for 200,000 boxes advertising ‘Premium banannas.’ " Another lesson was the ... more
  • Take This Plan and Shove It!
    "Lately," says Ken Magill in a post at DIRECT, "I regularly get messages from frustrated email managers whose bosses are trying to prod them into doing something self-destructive." It seems they're dealing with upper management who believe that doubling frequency will double profits, and that anything is fine as long ... more
  • Grab for That Brass Ring!
    "I predicted back in January that 2009 would be the year of the email marketer," says Stephanie Miller in a post at the Daily Fix blog. "Times got rough mid-last year, and executives were scrambling to maintain revenue and keep customers happy." As a result, she thought, the low investment ... more
  • Are You Socially Acceptable?
    One reason social media sites have caught on like wildfire among users is that, by and large, they operate on basic principles of social decency. Now, be honest: Do your social-media skills match the subtle standards set at sites like Twitter and YouTube? Not sure? Well, here are a few site-inspired rules ... more
  • Navigate These Waters with Care
    In an article at MarketingProfs, Christian Shea challenges the conventional wisdom that those who maintain a robust marketing budget are more likely to power their company through the recession. "Massive consumer-based brands such as BMW, Dell, and Wal-Mart are so tied to marketing as part of their business strategies," he ... more
  • Developing an RFP? Seven Tips for Getting the Responses You Want
    by Gwyneth Dwyer
    You just sent out a request for proposal (RFP). Will it give you the responses you want? Will it set the stage for a great long-term relationship? An RFP is a key step in engaging an outside marketing partner. Don't underestimate its importance. It's not simply a straightforward business communication; it's ... more
  • Eight Tips for Hunting for Revenue Where No Budget Exists—Get to Executives
    by Steve Lightstone
    It's tough out there. Budgets are being cut. Markets are shrinking. Prospects aren't buying the way they used to. But you can still sell effectively. You just have to think differently. The message is important, but it's effective only if the right people read it. The process that you use to ... more
  • When Bad Buzz Happens to Good Companies
    It seems almost inevitable these days: You run a search on your company's name or product and a negative review, remark or blog post appears in the top listings. What do you do? "Don't  ... lose your cool and try to retaliate," says Internet Marketing Consultant Jeremy Martin in a recent ... more
  • Stay and Play, OK?
    OK. Quick fable: Prior to a trip to Nebraska, Dave Carroll checked his $3500 Taylor guitar with United Airlines. (If you've been online at all recently, you know where this is going.) The guitar suffered serious damage, and Carroll spent months pursuing the issue via the usual channels of complaint—to no ... more
  • So, How Are the Kids?
    "Talking to your customers is a key strategy to weathering bad times," says Jennifer Berkley in a post at the Customer Experience Optimization blog. "It's a great way to keep your finger on the pulse of how loyal your customers are and to increase their loyalty to you—a very critical ... more
  • Real Marketing Analytics for B2B Lead Generation
    by Lisa Cramer
    Marketing analytics used to simply be about measuring the hits on your website and the number of opens and clicks on emails. But as marketers we know that the times are changing. Today, marketers must find a way to manage leads through the lead life cycle, which requires visibility into how ... more
  • A-Poaching We Will Go
    Every once in a while you'll have one of those terrific retail experiences when an employee wows you with exceptional customer service. If you're impressed enough to wish she worked for you, why not find out if she's open to the concept? You can follow the lead of Apple ... more
  • Just Wait for Me, OK?
    You've probably heard the term emotionally unsubscribed to describe those who never seem to open your email messages, but continue to receive your campaigns because they never ask to be taken off your list. In a post at the UK DMA Email Marketing blog, however, Dela Quist argues for an alternative ... more
  • I'm Queued-up, and I Like It
    If you use Netflix, you know it provides two ways to watch movies and television shows: DVDs sent through the mail, and streaming videos (sent to your PC or TV). And whichever option a customer chooses—many use both—the company will send occasional email messages to solicit feedback. The way it ... more
  • It's Not the Golf Course Anymore
    "Years ago, a successful sales rep knew how to optimize their time by 'reading' their prospects," says Maria Pergolino in a recent post at the Modern B2B Marketing blog. "A day would be spent golfing with a good bet." But everything changed when prospects began researching their options online, thus ... more
  • Turn That Downturn Upside-Down
    "Downturns provide significant opportunities for calculated growth by smart and aggressive firms," notes a post at the Gerson Lehrman Group (GLG) blog. But it also offers this caveat: "Global expansion, to be successful, must be calculated, targeted, and backed by willingness to persist." To help you outmaneuver competitors who retrench ... more
  • How to Bridge the Marketing-Staffing Gap
    by Eva Wu
    If the company you work for is like many companies in today's economic climate, it isn't hiring too many people and its marketing budget has been cut. Employees are being asked to do more with less. Now more than ever, however, marketing efforts are needed to drive sales. What options do ... more
  • Double Your Fun
    In today's challenging economic environment, marketers are seeking better ways to maximize ROI. One way is to leverage insights from both SEM and email to drive greater success across channels. In a recent article at Inside CRM, Ram Krishnamurthy and Brad Neelan offer up five strategies for using such a twin ... more
  • I Predict a Sunny Day
    "Predictive analysis has a long and profitable history with direct mail," says Arthur Middleton Hughes in a Pro article at MarketingProfs. "Millions of dollars have been saved by focusing on those customers most likely to buy—and not mailing to those who are unlikely to be interested." Only recently, though, have ... more

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