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Part 1 of this article series examined the purpose, definition, and metric associated with win/loss analysis. This final part discusses getting started, questions to include in the discussion, when and how to conduct the analysis, and using the findings

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Companies are realizing that in today's competitive business environment, marketers must go beyond the status quo of a Web site that acts like a brochure if they are to induce user behavior and enter the world of opportunity outside of counting visitors and click-throughs. The trick is to combine both art and science to understand your customers and maximize your marketing mix. While analytics are definitely a starting point, B2B firms need to move beyond that to turn their Web sites into a lead-generation tool.

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Frankly, it's just not a fun time to be a marketer. Those who have a job are fearful and waiting for the axe to fall and those without a job are struggling to secure one in a sea of rough competition. How can marketers prove their value during a * * * * Frankly, it's just

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Here are some of the things that I did to get our website to the first page in Google search results for keywords that matter to us. I followed basic "white-hat" (ethical) techniques to get us there. It required consistent effort to achieve results. I hope you benefit from these Write Compelling There is

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I first saw video challenge to CNN in CK's thought-provoking on celebrity worship and social media. Oddly enough, what struck me first was not that Twitter had jumped the shark, as Mack Collier , or that I should run out and follow Ashton (which I was already doing - what? - he's No, what struck me

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Nonprofits are increasingly using social networking platforms. That's the good news. According to the newly released, Nonprofit Social Network Survey ," sponsored by , Common , and , over are using commercial networking sites for marketing purposes, while almost a third use house networks. So, why the dilemma in One reason, the study cites, is that

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On days like today when I am made painfully aware of the fact that I have far too many projects on my plate and far too little time to get to them all. I sure do wish that my brand communications could all be handled with just one channel. But what fun would that One day

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Let's start off by discussing what marketing is. According to the American Marketing Association (from "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The term developed from the original meaning which referred literally to going to market,

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Here's a scenario many of us have experienced: The CEO sets the revenue goals in the annual business plan; the plan is handed down; and the business units scramble to make the numbers. Only one thing is wrong: We don't know how the decision was made about what matters. Deciding what matters leads to solid criteria development. Deciding what success looks like will drive what matters. There is a link between what matters in a general sense and what matters to your business unit or organization. Follow these four steps to figure it out.

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Here are five essential areas of any email marketing program that are worth poking around in. Turn over some rocks, and don't hesitate to dump anything you discover underneath that shouldn't be there. In the spirit of spring, let's do some email cleanup.

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As much as we would all like to believe that we're masters of our own destiny, the unfortunate truth in business is that growth stalls. Over the course of a decade, more than half of companies stall... and that's in normal economic times. Given what we're facing now, how should companies respond?

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The need to better align the sales and marketing organizations is generally well known. They are connected through their shared roles in motivating customer-purchase activities and divided by different cultures that concentrate on distinct portions of the customer-purchase funnel. There's no doubt that alignment is good, but what must you ultimately accomplish to drive performance and profitability?

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There's been so much talk about the need for true innovation in recent years, it's bound to be a surprise when a consumer product touts the fact that it's saying "no" to innovation. A short MediaPost article, Post Shredded Wheat Celebrates , was startling, refreshing and downright terrific–for just that The premise of the Post Shredded

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As marketers, data is our friend. We use it as a tool to better understand our target audiences, we leverage it to build strong business cases and we rely on it to help guide where our marketing spend should go, and Many times we pore through the Web to find free studies and statistics. Other times