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• A Three-Step Product Commercialization Insurance Policy: How a GM Can Overcome the OddsMichael Barr
  Bringing a new product to market is one of the most costly and risky activities that any GM faces. Voice-of-the-customer research and stage gate reviews have improved the odds of achieving ...
  Collaboration, Marketing Smarter, Product Marketing, Voice of the Customer
• TransPromo Is BornSandra Zoratti, Mark Weishaar
  What's this new buzzword "TransPromo" all about? The term is heard more and more frequently in industry circles today, at conferences, trade shows, and even in boardrooms. So just what is ...
  Marketing Smarter, Targeting
• How to Avoid Six Common Pitfalls of the Launch ProcessJ. 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 ...
  Collaboration, Customer Engagement, Marketing Smarter
• Engagement—A New Information-Based Form of AdvertisingLester Wunderman
  An engagement between a buyer and a seller begins with a single point of contact. It could be as a sale or an inquiry that, with the appropriate follow-up, can ...
  Advertising, Customer Engagement, Customer Experience, Marketing Smarter
• Five Tactics for Busting Silos in Your CompanyRoy Young
  As a marketing professional, you likely work in a specialized function that may feel like a silo in your company. But you're also best positioned to break down the walls ...
  Collaboration, Marketing Challenges, Marketing Smarter
• Engagement—A New Information-Based Form of AdvertisingLester Wunderman
  by Lester Wunderman
  Advertising, Customer Engagement, Customer Experience, Marketing Smarter
• What You Don't Know Can Hurt Your Brand EquityKevin Joy
  Ultimately, brand protection is all about vigilance. By regularly monitoring the use of brands online, organizations can ensure prior infractions don't recur and can rapidly identify when new incidents arise. ...
  Brand Equity, Branding, Marketing Smarter, Online Marketing
• Marketing's New 5 Ps: Turning What You Know Inside outJason McNamara
  With apologies to Philip Kotler, whose four Ps—product, price, place, and promotion—have been integral to any successful product or service marketing effort of the past 50 years, today's successful marketing ...
  Customer Engagement, Customer Experience, Marketing Smarter, Marketing Strategy
• Five Tips for Marketing in a RecessionGlenn Gow
  Are we in a recession, or poised to enter one? Maybe, maybe not. However, let's assume that the US economy will be in a recession and that as marketers we ...
  Marketing Smarter, Marketing Tips, Recession
• Five Outstanding Client Referral Tactics (and Action Steps)Daryl Logullo
  Here are five powerful referral strategies—and precise action steps—that, when used either individually or collectively, can cause a flood of new introductions.
  Customer Relationships, Marketing Smarter, Referrals
• PowerPoint, Warts and All: Relearning to CommunicateAbhay Padgaonkar
  PowerPoint recently (and quietly) celebrated its 20th birthday. Why do some people love it while others passionately hate it? And how can we learn from its strength and its limitations, ...
  Marketing Smarter, PowerPoint, Public Speaking, Writing
• Three Key Concepts to Drive More ReferralsDaryl Logullo
  You can flip the 80/20 in your favor by devoting your marketing resources to creating a referral network that will compound in value year after year.
  Customer Relationships, Marketing Smarter, Marketing Tips, Referrals
• Integrated? Strategic? Why Marketing Needs a New MOGary Katz
  Let's face it: If we want to realize the vision of integrated marketing and strategic marketing, of a more collaborative and enjoyable work environment, of more stature and influence in ...
  Collaboration, Marketing Operations, Marketing Smarter
• How to Innovate Your Online VentureCristian Mitreanu
  The day just ended, and you can't stop thinking about the cool new feature that may improve your online venture. Basic questions keep popping up. Is it going to bring ...
  Marketing Inspiration, Marketing Smarter, Online Marketing, Websites
• Marketing Challenge: Is It Time to Move Into Mobile Marketing?Hank Stroll
  Should your organization get into mobile marketing? The evidence shows that mobile marketing skews toward the business-to-consumer segment, and (slowly but surely) it is starting to gain momentum. Read on to ...
  B2B Marketing, Marketing Smarter, Mobile Marketing, SMS
• Seven Hurdles to Marketing Effectiveness—and How to Surmount ThemAndy Pierce
  Marketing effectiveness—achieving it requires an organization with the resources and know-how to achieve the fine balance between the art and science of marketing. In other words, it take a little ...
  Marketing Budgets, Marketing Conferences, Marketing Dashboards, Marketing Smarter
• How to Get the Free Press You WantDoug Stern
  Collaboration, Marketing Smarter, Marketing Tips, Press Releases, Public Relations, Writing
• How to Make a Client-Satisfaction Survey Pay offDoug Stern
  These smartest and bravest professional service firms have discovered the risks and rewards of the client satisfaction survey done right. Here's how you can do the same.
  Customer Engagement, Customer Satisfaction, Marketing Smarter, Surveys, Writing
• Twelve Tips for Conducting Effective SurveysBrian Henderson
  We've all been on the receiving end of far too many poorly constructed surveys that required too much time and energy simply to share our thoughts. Here's a top 12 ...
  Marketing Smarter, Marketing Tips, Surveys, Writing
• Tradeshows on a Shoestring BudgetJodi Bash
  Marketing Budgets, Marketing Smarter, Sponsorship, Thought Leadership, Tradeshows/Events