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  • How a B2B Company Went From Zero Brand Awareness to 190 Leads With Its First-Ever Direct-Mail Effort

    Article

    CONTENT TYPE: Article | TOPIC: None

    With Q4 looming, along iwth company revenue targets for the year ahead, this company faced the perennial dilemma common to B2B marketers: how to fill the sales funnel with quality leads now to get a jump on sales-cycle activity in January. A classic direct-mail package and a brilliantly simple strategy for getting through the mailroom and onto prospects' desks was the solution.

  • Defining Market Opportunity—You Be the Judge

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    At its core, market opportunity is your sizing forecast for a specific product or service, now and over the next several years. At a minimum, you should know that information in terms of sales dollars. A solid understanding of opportunity will guide you to the best markets and warn you off the bad ones. It will frame your investments and serve in part as your scorecard to mark progress.

  • Is Your Sales Team Creating Real Differentiation?

    Article

    CONTENT TYPE: Article | TOPIC: None

    Salespeople rely on strategies such as "sell the value" or to "value-add"—neither of which produces sustainable advantage. They do so because it's hard to achieve genuine differentiation based on something the customer values. But suppose salespeople were able to create highly differentiated offerings that provide real value that competitors can't copy...

  • Viewers Abandon Slow Online Video, Miss Ads

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Four out of five (81%) of Web users click away from online video pages when they encounter mid-stream rebuffering rather than wait for slow video streams to reload, according to a study from TubeMogul.

  • Magazine Ad Revenue Down 18.1% in 2009

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Total magazine rate-card-reported advertising revenue closed at $19.45 billion in 2009, down 18.1% from 2008 levels, according to Publishers Information Bureau (PIB).

  • 74% of Americans Use the Internet

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Nearly three-quarters (74%) of American adults use the Internet––a slight drop from 79% reported in April 2009, when the survey did not include Spanish interviews, according to a new report from the Pew Internet & American Life Project.

  • Social Media Spurs Haiti Earthquake News, Donations

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    In the aftermath of the devastating Jan. 12 earthquake in Haiti, much of what people are learning about the quake is coming from social media––with Twitter posts the leading source of discussion, followed by online video, blogs, and other online boards/forums, according to The Nielsen Company.

  • Twitter Quickly Expands Outside US

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Though the US accounts for 50.1% of all Twitter users––down from 62.1% in June 2009––Twitter use elsewhere, particularly Brazil, Germany, and Indonesia, is quickly growing, according to a study by Sysomos.

  • CBS Displaces ABC as Top TV Brand

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    CBS is the new top "must-keep TV" brand in America , chosen by 49% of viewers, and narrowly beating its rival ABC (48%), which had led the pack as the top brand for two years, according to a survey of US consumers by SRG. FOX is now in the third spot (44%), followed by NBC (42%).

  • Google Grabs 72% of Searches in December

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Google continued to dominate search, accounting for 72.3% of all US searches in the four weeks ended January 2, 2010, up 1% from a month earlier, according to Experian Hitwise. Yahoo followed with 14.8% of searches, Bing with 8.9%, and Ask.com with 2.5%.

  • ESPN to Capture More Cable Ad Spending

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Nearly one-half (45%) of cable TV advertisers plan to increase ad spending on the ESPN Sports Network in the next 12 months, and 40% plan to allocate more spend on the Discovery Channel, according to Beta Research.

  • High-Tech Paid-Search Spend Up 17% in 4Q09

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Paid-search spending worldwide by US-based high-tech and consumer-electronics advertisers grew 16.6% in the fourth quarter of 2009 over third-quarter levels, after having grown 7.7% in the third quarter, according to a study from Covario.

  • Americans Say Getting Rich Is Harder Now

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Seven out of ten (70%) of Americans say it's more difficult to get rich today than it was in the past, compared with 38% who said the same in 1999––a year dominated by the dot.com bubble––according to a survey conducted by Princeton Survey Research Associates International on behalf of Bankrate.com.

  • How Lead Management Pays Off

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    B2B marketers who develop consistent lead-management processes––along with careful investments in automation––achieve stronger, more qualified sales pipelines, according to interviews conducted by Forrester Consulting on behalf of Silverpop.

  • $2.17B: 20-Year Super Bowl Ad Spend

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Over the past 20 years (1990-2009), the Super Bowl has generated $2.17 billion of network sales from a total of 210 different advertisers and more than 1,400 commercial messages, according to TNS Media Intelligence.

  • Online Video Viewing Surpasses 30 Billion

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    A record high of nearly 31 billion videos were delivered to more than 170 million US Internet users in November 2009, according to comScore.

  • Younger Shoppers Use Mobile for Real-Time Info

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Over one-half of surveyed consumers across 11 countries used their mobile phones during the 2009 holiday shopping season for in-store activities such as comparison-shopping and getting peer feedback, product information, and coupons, according to a study from Motorola.

  • Problem Solved: How Do I Turn a Touch Into a Relationship?

    Article

    CONTENT TYPE: Article | TOPIC: None

    "Relationships don't just happen, they are built—one experience at a time," says Joel Book of ExactTarget. And lucky for us, Joel has mapped out the process of doing just that via email marketing.

  • The Top Five Ways to Attract and Keep Customers in Any Economy

    Article

    CONTENT TYPE: Article | TOPIC: None

    The economy still stinks. But only if during the long-gone good times your business was on cruise control and you saw your customers as dollar signs and not people. Some marketers are suffering far less than others, because they cared to look deep into their customers' eyes and not just plumb the depths of their wallets.

  • Five Paid-Search Tips to Boost Quality Score (and Drive Higher ROI)

    Article

    CONTENT TYPE: Article | TOPIC: None

    By using new campaign-management techniques, smart marketers can gain a sizable and lasting advantage over the competition in the auction for keywords—ensuring their ads show up high in search results without dampening ROI.