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Marketing Articles: Market Research

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  • You Come Here Often?
    "Blogs, wikis, podcasts, vodcasts, social networks, mobile[s] … webinars, e-newsletters, print magazines, trade shows, RSS feeds, industry websites …" These are just some of the channels now available for meeting and greeting B2B prospects and customers, reports Stacy Whisel in a post at the B2B Insights Blog. So, with the ... more
  • Put Away Your Unreliable Mirror
    If you're looking for good business advice, says Drew McLellan, don't look in the mirror. "I know what you're thinking," he says. "You are the one in a million business owner who can in fact, be objective. Don't fool yourself. That's like asking someone who's had 10 shots ... more
  •  So You Wanna Be a Swan?
    "We're duped into believing that the pretty, the pristine, and the perfect get all the perks, all the breaks, all the glory," says Vicki Kunkel in her book Instant Appeal. In many cases, she argues, the opposite is actually true. Obvious imperfections have their benefits—whether in your personal or corporate ... more
  • I Just Came to Hang Out
    "Social media, like any new marketing channel, is a sticky slope for B2B marketers," says Justin Hitt in a recent blog. "I personally prefer keeping social media 'business social' rather than polluting it with advertisements." But, wait a minute: if ads are out, what else can B2B marketers do to ... more
  • Benchmarking: A Best-Practice for Improving Marketing Performance (Part 1)
    by Laura Patterson
    CEOs and CMOs are interested in seeing marketing organizations improve their performance in two key areas: effectiveness (the ability to produce the desired result) and efficiency (reducing waste). The economic environment makes these efforts even more top-of-mind. Often the question that remains is how much do we need to improve? Benchmarking ... more
  • Get Sober
    When you have a great idea—a true light-bulb moment—you don't want to be bothered with pesky marketing research that tells you it won't work. "People who really, really want to believe, will believe," says Steve Cuno in an article at MarketingProfs, "regardless of where the evidence points." But to avoid ... more
  • B2B Wisdom for the Hard Times
    It happens with every downturn: some companies find ways to thrive. In a recent post at B2B Marketing Confidential, Andy Hasselwander offered some good advice on doing business when the economy goes south. His source? None other than Studs Terkel's book about the Great Depression, Hard Times. One chapter in ... more
  • This is Only a Test
    "A great way to capitalize on the democratic medium of email is to put your burning questions, late-night hunches, and out-of-the-box ideas to the test with an A/B split test," says Megan Walsh in a post at the Email Experience Council blog. Here's some of her advice for using split ... more
  • No C Left Behind
    A new whitepaper from ExactTarget—cheekily titled No Executive Left Behind—argues in its subtitle that there are 10 things your C-Suite must know about email. "You cannot assume that your C-Suite understands the critical role played by email in facilitating sales and maintaining strong customer relationships," ExactTarget's Jeffrey Rohrs says. "You ... more
  • How Packaging Your Offering Enhances Your Brand
    by Anthony Cirillo
    Is your company packaging experiences? Are they sought—or are they sold? And, drilling the concept down one more level: have you ever looked at yourself and considered the package that you offer and the experience you provide? In the current downturn, where layoffs loom large, those with the better shot at ... more
  • Four Parts to Valuable Personas
    by Angela Quail
    Recent buzz about personas has created some confusion. If you've tried to develop and deploy personas, you may have experienced resistance from other departments because they don't grasp the value that personas purportedly provide. The reason may be that personas (in the form of customer profiles) by themselves don't offer ... more
  • It's Brewing on the Horizon
    The possibilities for mobile marketing grow with each new smartphone introduced. For marketers, it's best to keep on top of the latest iterations—to better design mobile campaigns that dazzle. The latest newcomer? RIM's new multimedia Blackberry, the Storm, arrives tomorrow. After 18 months in development, some say this slick combination ... more
  • You Look Mahvelous!
    Let's face it: as consumers, we're not that good at judging the volume of a product (eg, how much liquid is actually in that bottle or glass of juice). Moreover, we use (sometimes erroneous) mental shortcuts to make inferences about how much a given product contains. For example, a well-documented ... more
  • End on a High Note
    Whether customers come back and buy your product again may likely depend on whether they remember it fondly or not. So, how do you promote positive product memory? Well, research on consumers' memories for experiences (eg, listening to music, attending an event) shows that whether they remember an experience as good ... more
  • Search Is 6/8 of Research
    You have lots of options when it comes to market research. "[T]here is a research firm for every project," says Ed Erickson in an article at MarketingProfs.com. "Don't settle for a firm that happens to be available." And whether you're looking at a small outfit or a large company, the ... more
  • Adopting a Web 2.0 Mindset: Walk Before You Wiki
    by Val Fox
    Companies have been scrambling to figure out how to leverage Web. 2.0 applications, but are they doing so for all the wrong reasons? With all the buzz about blogs, wikis, widgets, and other forms of user-driven Web interactions, the question your business needs to answer is, "Is this what our ... more
  • Maximizing Lead Generation Marketing ROI (Part 1): Lead Quality Counts
    by Jim Lenskold
    Marketers responsible for lead generation are all too familiar with some common challenges—getting closed-loop feedback from the sales organization, measuring marketing effectiveness beyond just lead quantity and cost per lead, and building strong alignment with the sales organization. As presented in the MarketingProfs' research report, "B-to-B Lead Generation: Marketing ROI and ... more
  • The Freeconomics of Online Media
    Phil Bronstein, San Francisco Chronicle editor-at-large, said during the 2008 AlwaysOn media summit at Stanford that if he "could collect a buck every time anyone says 'monetize,' I wouldn't need any more money." But Internet users have come to expect free content. So, how will online media companies transform "free" into ... more
  • Building the New Marketing: Making Marketing Important to the Enterprise (Part 1)
    by Michael Fischler
    Marketers have become masters of segmentation inside our own organizations. We've segmented ourselves into Lead Generators. Message Makers. Brand Stewards. Useful, of course—in fact, indispensable. But indispensable the way facilities management is indispensable. Or travel management. Or any other organization that an enterprise relies on, but cannot be easily shown ... more
  • Find a Fresh Pair of Eyes
    "Let's face it," writes Bill Taylor in a post at Harvard Business Online. "Most companies in most industries have a kind of tunnel vision. They chase the same opportunities that everyone else is chasing, they miss the same opportunities that everyone else is missing." It's an atmosphere that stifles innovation, ... more
  • by Kevin Horne
    It's hard to believe how different it was, just a mere fifteen years ago, to conduct secondary market research. There was no Internet, no Yahoo!, no Google search, no Web-accessible databases to tap. How times have changed. But, not always for the better. more
  • Case Study: How a Small Internet Publisher Doubled Its Email Database & Reduced Marketing Spend With Cost-per-Lead
    by Kimberly Smith
    Earlier this year, when online travel publisher Tripmela was in startup mode, CEO Jared Blank determined that he needed to achieve a $1.50 cost per acquisition if he was going to lead this fledgling to profitability. Here's how he did it. more
  • by Gary Katz
    What does "best practices" in Marketing Operations look like, and how do industry-leading companies operate and integrate this highly valuable function? Marketing Operations Partners recently polled more than 80 marketing leaders to find out. more
  • by J. Mark Carr
    Launching new products, services, or segments is the lifeblood of growth for most organizations. Yet, despite its importance, the launch process is often mishandled or assigned inadequate resources. Many of the mistakes that companies make are basic—yet frighteningly frequent and consistent across various types of businesses and industries. Here are six common ... more
  • Case Study: How One Whitepaper Generated 500 Leads and Significant PR for a B2B Manufacturer
    by Nettie Hartsock
    JER Envirotech, a manufacturer of environmentally friendly thermoplastic biocomposite materials, needed to stand out in the green manufacturing industry. Its solution: create a white paper to both explain and build credibility for its offerings. Here's how that led to 500 new leads over 60 days. more

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