Luanne Tierney, Senior Director US and Canada Channels Marketing at Cisco, has had a 20-year career in technology marketing—the past 12 years at Cisco, and before that at Apple, HP, and 3Com. She is a "Marketing Champion," because she drives cash flow for Cisco by helping channel partners market more ... more

By looking at your company's readiness in conjunction with your market, your competitors, and your buyers, you'll be able to determine what the potential is (or isn't) for social media. What's more, you'll be able to assess where you should be diving in, or what's a realistic starting place. more

As a B&B in the highly competitive historic Pittsburgh area, the Morning Glory Inn needed a way to attract more recreational and business travelers. Its Web site, the Yellow Pages, and direct mail initiatives continued to bring in some new customers. But here's how the inn boosted its online visibility ... more

When it chose to enter the saturated inkjet market 20 years late, Eastman Kodak had a few surprises up its sleeve. Still, the company found it also needed a little marketing ingenuity if it was to gain market share. more

At a recent conference, Sylvia Reynolds, chief marketing officer for Wells Fargo, asked, "When did Marketing become the make-it-pretty department?" Reynolds then reminded conference participants that the fundamental role of Marketing has always been about the customer. Essentially, Marketing's role is to find, keep, and grow the value of customers. So ... more

Continental Warranty used pay-per-click ads to generate leads by providing free quotes for extended-warranty coverage. But lead volume had plateaued. So it began to profile its web visitors, then direct them to microsites matching their profiles—and nearly doubled leads. more

As a marketing professional, you likely work in a specialized function that may feel like a silo in your company. But you're also best positioned to break down the walls between your function and others (like R&D, sales, finance, and so forth). It's not an easy task, but the following ... more

Internt fax service provider MyFax wanted to tap into the power of word-of-mouth referrals by improving the customer experience and maintaining highly personalized customer interactions. But as an online company, it faced the issue of how to individually engage customers to ensure long-term relationships. Here's what it did. more

When Bob Lutz of GM or Jonathan Schwartz of Sun set up their blogs, they probably didn't worry too much about the review with Legal. But how does, say, a midlevel corporate marketer or product manager set out to create an "official" blog with the sanction of Legal? more

Ever sigh to yourself, "There just aren't enough hours in the day!"? You're not alone. Most marketers are overloaded and under-resourced. But it doesn't have to be that way. And managing your time more efficiently isn't the answer. Nor is simply delegating. You also need to be discerning about what you ... more

We may all be tightening our belts a bit more soon. As a result, our marketing budgets will be under even more scrutiny, and marketing professionals will be held even more accountable for the money they invest. The pressure for marketing to demonstrate the contribution and value it is making ... more

Makana Solutions needed an inexpensive way to reach the elusive small business market. Rather than chase small businesses, it hired an online "inbound marketing system" to help small businesses find Makana. The results: Web site traffic climbed 75%, and sales leads have doubled. more

Ultimately, brand protection is all about vigilance. By regularly monitoring the use of brands online, organizations can ensure prior infractions don't recur and can rapidly identify when new incidents arise. In a world where an organization's brand can represent half, or more, of the company's equity, it's an investment of ... more

With apologies to Philip Kotler, whose four Ps—product, price, place, and promotion—have been integral to any successful product or service marketing effort of the past 50 years, today's successful marketing hinges on five new Ps. Whereas the Ps we studied in college are all from the provider's point of view, these ... more

In the past, the CMO and CIO have had a tenuous relationship, with both roles vociferously complaining about the other's lack of understanding, knowledge, and respect. But two powerful exponential trends are forcing Marketing and IT to communicate and collaborate like never before. more

Here's the story of how Best Buy built an internal social-networking forum for its 140,000 employees, and how its original goal to get more information about customer likes and dislikes through the sales associates on the floor morphed into something else entirely. more

A company's chief communications officer (CCO) and its chief marketing officer (CMO) play vital roles that are very different from each other but can intersect in powerful ways. By understanding what your firm's CCO does, you can gain insights into how to build a relationship that benefits not only the ... more

Marketing executive and consultant Lewis Green wanted to re-establish his company in January 2004 after moving across the country. With no professional network in place, he figured the best way to promote his business would be a blog. His first attempt failed. But not his second. more

Every February for the last 50 years, stock car enthusiasts across the country have packed their sunscreen and descended on Daytona. This year, unfortunately, the economy also decided to head south. But fear not, race fans. There is hope for the brand that doesn't want to lose ground in a slowdown. ... more

By hiring an outside expert in lead optimization and leveraging its full range of data, San Francisco-based Objectivity increased turnout for its webinars an average of 10%. The quality of the leads is high as well: More than 30% of the leads typically score high enough to be handed off ... more

Over the past 15 years, business-to-business marketers have focused on the pipeline—leads converting to opportunities converting to wins. The reason was simple... more

The Net Promoter concept and idea has taken hold the world over. The simplicity of one "ultimate" question is compelling. And it gives CEOs something to easily grasp and point to regarding a customer target. Those who have started to work through this concept have hit some walls, though none ... more

Sadly, the value of most conference panels is questionable, due mostly to the lack of effective moderation. But done well, a panel can be enlightening and instructive and can serve the needs of the audience (and the speakers) equally well. In other words: Yes, there is a right way to ... more

Are we in a recession, or poised to enter one? Maybe, maybe not. However, let's assume that the US economy will be in a recession and that as marketers we need to work within that reality. Here are five tips for what you can do to market your products or ... more

The role of the Chief Marketing Officer has evolved since some of the first CMOs, such as Mark Mears of Blimpie International and Phil Gospels-Strumpette of Coca-Cola, came on the scene in early 1990s. The CMO role—which initially tended to emphasize advertising, brand management, and market research—continued to evolve over the ... more