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Marketing Articles: Sales

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  • by Scott Buresh
    Many Web sites offer a resource library for visitors—an area filled with articles covering relevant topics to the industry with which the site is connected. The articles may cover how to do something, or they may define an aspect of the industry, but they do not usually directly sell the ... more
  • by Laura Patterson
    A use case, often created for product development, is commonly used to capture functional requirements. A use case provides one or more scenarios for how a solution/system/product/service achieves a specific business goal. From this perspective, then, another way to think about a use case is as a usage scenario. With a ... more
  • by Gail Martin
    PR success isn't mysterious. It comes down to a mix of old-fashioned research, savvy trend-watching and good people skills. It is the age-old talent of telling a good story. That's really the essential difference between PR and advertising. Here's the "secret recipe" for telling your business story through public relations. more
  • Case Study: How a Manufacturer Increased Sales 30% by Using the Right Vertical Search Engine
    by Laurie Lande
    A Web site isn't much of a marketing tool if your target audience can't find it. Officials at RUD Chain, a manufacturer of high-end industrial chains, discovered that access to a quality vertical search engine was the missing link to getting its Web site in front of key customers. Until a ... more
  • by Peter Cohan
    We often complain that we have too few success stories or lack examples in specific verticals, or in specific geographies, or find that the customers' quotes are bland and lack specific metrics of success. Even worse, all success stories age. Those that are a few years old may cease to ... more
  • by Tim Riesterer
    Do your marketing and sales communications perpetuate the head-to-head competitive bakeoff? Or does it equip and enable your sales people to participate earlier and more effectively in the customer buying cycle? There is an easy way to tell. more
  • Case Study: How an Established Dot-Com Used Interactive Email to Increase Its Click-Through Rate and Cut Unsubscribe Requests
    by Laurie Lande, an established online staffing firm, needed new ways to reach its core audience of busy corporate human resources professionals. In the third quarter of 2006, Monster revamped its main email marketing campaign to make it more interactive and personal. Monster representatives now send their contacts a short text email ... more
  • by Deborah Rapacz
    Brands that deliver general interest newsletters filled with tips, tools, and advice—but not unique, brand-differentiating content—should re-think their approach. Progressive brands are making advances in their approach, tightening the focus of their relationship marketing, and now filling newsletters with more unique-to-the-brand content. more
  • by Nilofer Merchant
    Can you make money by giving away your product? Absolutely—and companies like Adobe (PDF Reader) and Macromedia (Shockwave Player) have proven it. With Web 2.0, consumers have gotten a lot of things at no cost due to various monetization practices—and that's good. But should you give away your product? That's another ... more
  • by Loren McDonald
    by Loren McDonald Email is the most-used tool in the marketer's arsenal—but there's a pretty good chance your CEO just doesn't understand its contribution to the bottom line. Unfortunately, that's because most marketers don't get it either. And, as long as we don't get it, we also won't get the ... more
  • by Su Doyle
    Here's to you! You just got deputized to handle demand generation. You're not sure if you should reach for the champagne, or the antacid... From this point on, you're a metric-driven marketer; your success is measured by the number of leads you generate. Just don't take your eyes off the end ... more
  • Case Study: How a Nonprofit Moved Toward a For-Profit Marketing Model to Advance Its Nonprofit Mission
    by Kimberly Smith
    For more than a century, Boston's Museum of Science has depended on government grants and donors to finance its stated goal of encouraging "interest in and further understanding of science and technology and their importance for individuals and for society." The Museum attracts about 1.6 million visitors a year, including ... more
  • by Akin Arikan
    Last year, a study by comScore Networks found that an average of 63% of online searchers who proceeded to complete a purchase did so offline rather than online. Just as online and offline shopping have fused into a single experience, marketers have the opportunity to follow suit by fusing their ... more
  • by Dylan Charles
    Changes in the way customers buy technology are stressing existing vendor channel and partner organizations, processes, and capabilities. As a result, companies need to rethink the ways they allocate their channel marketing resources and how they use marketing infrastructure to scale their channel operations, particularly as they target the small- ... more
  • by Nick Usborne
    This MarketingProfs Classic, originally published January 8, 2002, remains as relevant today as ever. As Nick Usborne writes, some words really can make a difference on your site. They are not "powerful" in isolation but, in the right context, can make an important difference. more
  • Case Study: How a Technology Services Company's Online Marketing Campaign Generated a 30-Times ROI
    by Laurie Lande
    BearingPoint, a global provider of management and technology services, had won a major contract to implement a complicated voice over Internet protocol (VoIP) system for a financial company and wanted to leverage off that success. But it was competing with larger telecommunications brands to educate potential new customers about the ... more
  • by Kathy Rizzo
    Lead nurturing has become an integral component of an overall marketing strategy. While there is an ever-growing incentive to implement an effective lead nurturing strategy with business partners and prospects, determining which specific tactics to utilize can prove challenging. more
  • by Roy Young
    Sandra Zoratti, vice-president of worldwide marketing of the soon-to-be-formed InfoPrint Solutions Company, a Ricoh/IBM joint venture, added interactive marketing to the InfoPrint Solutions Company marketing mix to multiply the reach of the sales force in pursuit of the coveted small and medium-sized business market. Here is an overview of Sandra's ... more
  • by Jody Canavan
    If you're like most marketers, you're probably struggling with the best ways to help your salespeople have more meaningful conversations with customers and prospects. Here are five quick tips for creating scripted conversations to help salespeople more effectively communicate your company's business value to customers and prospects. more
  • by Paul McCord
    Selling is not so much about the features of our products or services—or even the benefits the customer receives. Rather, it is about our relationship with the customer. People do business with people they trust. more
  • Case Study: How A Financial Services Firm Increased its Deliverables by 25%, With Fewer Staff, After New US Regulations
    by Laurie Lande
    In an era of increasing federal regulation and greater competition in the mutual fund market, a financial firm found itself needing to modernize its marketing efforts. Rydex Investments, a private company that sells funds and other financial products primarily to institutional investors, decided to try some new techniques to get ... more
  • by Skip Cox
    Executives in every industry are demanding definitive results linking marketing spend to business impact, and tradeshows are no exception. Exhibit managers need solid data when selecting the right tradeshows for their companies. more
  • Case Study: How a High-Tech Company Created a Searchable Customer Reference Database that Tripled References and Closed Sales
    by Jennifer Natsu
    The customer development group at a large, publicly held high-tech company needed a central repository of data to help identify satisfied customers willing to be references when sales associates approached new prospects. By putting together a customer reference management database filled with relevant data on customers, the company was able to ... more
  • by Michelangelo Celli
    CEO "dashboards" can be a great way to shed light on customers and sales process performance and get feedback on how you as the CEO are performing your role. CEOs who want to know sooner what will be coming down the pike later will design a dashboard to track the following. more
  • Case Study: How a Long-Running Tool Infomercial Has Kept Sales and ROI Strong for Six Years
    by Stephanie G. Hlavin
    How do you sell a niche product with a limited potential audience? Try an in depth-television infomercial. Professional Tool Manufacturing's infomercial for Drill Doctor, a drill-bit sharpening machine, is one of the longest-running infomercials in TV history. It has consistently driven retail sales—more than two million Drill Doctors have been ... more

Results for All Content » Marketing Articles » Sales: 1526 - 1550 of 1805

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