The Real Holy Grail of Professional Service Firm Marketing and Business-Development EffectivenessSuzanne Lowe
To grow revenue and market share, professional and B2B service firms keep looking for the business version of the Holy Grail in all the wrong places.
All too often, those ballyhooed ...
Consultative Selling: Staying Above the Fray
The economic downturn in the technology sector has put a squeeze on resellers' margins. Not surprisingly, many value-added resellers (VARs) are looking to their professional services—not just products sales—to hit ...
Google Wave: A Sea Change for Marketers?
Starting today, Google will invite 100,000 users to beta-test its much-buzzed Wave. What will the hugely ambitious communication and collaboration platform mean for marketers?
Put Your Metrics to Work for You
In a recent article for MarketingProfs, Karen Talavera discussed the importance of measuring metrics that matter, and outlined the difference between process metrics and contribution metrics.
In a follow-up article ...
Facebook, Nielsen Partner to Measure Ads' Impact
Facebook has entered into a multiyear partnership with Nielsen to allow better measurement of the effectiveness of advertising on the widely popular social networking site. The alliance is yet another ...
Social Media Reality-CheckBrandon Walsh
Is the social-media explosion a "big bang" that's creating a whole new brand-communications paradigm, or is it part of an ongoing evolution whereby focused brand-building principles are not only still ...
Case Study: How a Small Company Went Global (Without Breaking the Bank)Kimberly Smith
In the age of globalization and the Internet, extending your reach beyond you home market is easier than ever... if you put some strategic thinking behind it.
Speaking of Marketing
"Have you ever been in a conversation with other marketers," asks Beth Harte in a post at the Daily Fix blog, "and you get the sense that even though you ...
Setting Performance Targets: The Ins and Outs in 10 StepsLaura Patterson
Despite the emphasis on and progress in marketing performance measurement and management over the past decade, research continues to show that the link between marketing and the business still needs ...
Trust Agents: The New Digital NativesChris Brogan, Julien Smith
What are so-called Trust Agents? Trust Agents have established themselves as non-sales-oriented, non-high-pressure marketers. They are digital natives using the Web to be genuine and to humanize their business. They're ...
Case Study: How Domino's Managed a Viral Video NightmareKimberly Smith
What do you do when potentially devastating information about your company goes hyper-viral online, reaching millions of people essentially overnight?
Your Proposal: Don't Phone It in
Many companies treat a request for proposal (RFP) as if it's a necessary and tedious evil—something you whip together or repurpose from an existing document with cut-and-paste indifference. But Gwyneth ...
Why CMOs Need to Instill Better Measurement Discipline... NowJim Lenskold
Putting a measurement discipline in place involves going beyond the occasional campaign measurement or results tracking; it means establishing standard processes across the organization.
Within large marketing organizations there are usually ...
Measuring What Matters in Email Marketing, Part 1Karen Talavera
It's high time for email marketers to assess campaign performance in terms of the business and marketing goals, objectives, and contribution expectations that matter. So how do you figure out ...
Blog, Meet Tweet. Now, Mesh!
Here's happy news for intrepid marketers seeking to more easily manage their brand reputations and promote their fab companies: in partnership with Sawhorse Media, Technorati has launched Twittorati, "where the ...
The Funnel Sprung a Leak
"Many senior sales executives are still looking for a predictable flow of leads at the end of a lead acquisition and nurturing 'funnel,'" says Francois Gossieaux in a post at ...
Form the Perfect SEO Storm
Applying SEO best practices like keyword research and link-building is a surefire way to start increasing your search rankings. However, in a recent Search Engine Watch post, Chris Boggs warns ...
Jump-Start Marketing Accountability: Three Ideas for Giving CFOs and CMOs Something Better in CommonKevin Clancy, Peter Krieg
We're five or so years into the "Era of Accountability," and what do we have to show for it? Is marketing any closer to demonstrating to CEOs and CFOs what ...
Software Sales: How to Do More With LessTim Keyes
"Do more with less." That is the challenge for software marketers today: to get better results from their marketing programs on increasingly smaller budgets.
It's important for software marketers to analyze ...
Stuck In the Middle with SaaS
Ever since the Web delivered reliable and low-cost connectivity, software as a service (SaaS) has evolved into a formidable business model. Profiting from SaaS, however, continues to challenge the industry. ...