Marketing Tips

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• Customer Experience Files: Taking a Bite out of AppleLeigh Duncan-Durst
  While Leigh is a huge Mac fan, her recent experience at her local Apple store was surprisingly underwhelming. In fact, it was bad. While it's possible that the problems she ...
  Customer Experience, Marketing Tips, Testing
• Lead-Generation Case Study: How Multiple Touches Can Lead to Profit MultiplesPaul McKeon
  Salespeople are notoriously poor in following up on qualified leads. In fact, experts say, sales does not follow up on more than 70% of leads. Why? Field salespeople in most ...
  Collaboration, Lead Generation, Lead Nurturing, Lead Quality, Marketing Tips, Sales
• Turning Customers Into Your Sales and Marketing DepartmentJim Lenskold
  One of the most exciting and promising developments in marketing is the emergence of something called Net Promoters. First described two years ago in Harvard Business Review, Net Promoters is ...
  Customer Experience, Marketing Tips, Net Promoter, Referrals, ROI
• Five Ways to Attract (and Hold!) More Qualified LeadsJonathan Kranz
  Writing for business-to-business lead generation is a balancing act: On the one hand, you want as great a response rate as possible; on the other, you don't want to clog ...
  B2B Marketing, Case Studies, Copywriting, Lead Generation, Lead Quality, Marketing Tips, Targeting
• Four Ways to Raise Direct Mail Response RatesTony Attwood
  Most of the direct mail sent uses one of two copywriting techniques. In the author's view, neither works. The truth is there are only four ways of writing a direct ...
  Copywriting, Creativity, Direct Marketing, Lead Generation, Marketing Tips
• Four Factors That Distinguish Services MarketingCynthia Coldren
  It's been called "selling the invisible"—delivering intangible services as a core "product" offering. But invisibility, or intangibility, is just one factor that distinguishes services marketing from product marketing. Along with inseparability, ...
  Case Studies, Customer Engagement, Customer Relationships, Marketing Tips, Services Marketing, Word-of-Mouth
• The Rules of "Green" MarketingJacquelyn A. Ottman
  If you think your customer isn't concerned about environmental issues, or won't pay a premium for products that are more eco-responsible, think again. You may just find an opportunity to enhance ...
  Green Marketing, Market Research, Marketing Tips, Product Marketing
• Functionally Illiterate Consumers: A Surprising, Sizable, and Neglected Market SegmentMadhubalan Viswanathan, Jose Antonio Rosa, James Edwin Harris
  Over 20% of the US population consists of functionally illiterate consumers, yet we know very little about their thinking and behavior. Why should marketers pay attention to a segment that may ...
  Marketing Tips, Pricing, Segmentation
• Three Key Ingredients to Effective Direct MailM.L. Hartman
  If ever a winner-take-all match took place among the marketing heavyweights—direct mail, telemarketing, and the Web—our money would be on direct mail, without doubt. Simply put, the best pound-for-pound method ...
  Copywriting, Direct Marketing, Marketing Tips, Targeting
• Eight Ways to Improve your Online Lead TrackingMichael Ortner
  Do your salespeople still ask, "How did you hear about us?" when a prospect calls? Do you list your contact information on your homepage? Do you display the same 800 ...
  Landing Pages, Lead Generation, Lead Nurturing, Marketing Tips, Web Analytics, Web Copy, Website Design, Websites
• How to Get Your Prospect to Open Your MailErnest Nicastro
  You've carefully selected your list. You've labored long and hard over your letter—every word, sentence and paragraph. It's a powerhouse of persuasion with every key element firmly in place, including ...
  Copywriting, Direct Marketing, Marketing Tips, Testing
• Account Management as a Marketing Investment: A Lesson From the AirlinesMike McLaughlin
  From the time you book an airline flight until that plane lands, your pecking order in the airline's customer hierarchy determines your travel experience. To the airlines, all customers are ...
  Marketing Tips, Referrals, Segmentation, Services Marketing
• Seven Common Sales Challenges That Prevent Executive Buy-InJeff Thull
  Gaining access and connecting to executive decision makers is a challenge of most sales professionals. Here are seven common challenges that sales professionals need to resolve in order to effectively ...
  Collaboration, Management, Marketing Tips, Sales
• Big Spenders: Marketing to Boomer WomenMarti Barletta
  Women age 50+ constitute a market force to be reckoned with. These women are in their prime—this is the healthiest, wealthiest, most influential generation of women in history, and terms ...
  Ad Copy, Marketing Tips, Targeting, Women
• How to Write Compelling White Papers (Your Audience Will Really Want to Read)Sandra Clutter
  As the evidence shows, a white paper can be a powerful and persuasive marketing vehicle. Provided, of course, that the reader actually reads it. Here's how.
  Creativity, Marketing Tips, Writing Whitepapers
• The Secrets of Building Links and Increasing PageRankStephan Spencer
  Link building is arguably the most challenging aspect to search engine optimization. It's anything but straightforward; the process is fraught with landmines; and the outcome is largely outside of your ...
  Google, Marketing Tips, Search Engines, SEO, Websites
• Feathering the Empty Nest: Six Tips on Marketing to Women BoomersMary Brown
  Never before in history has such a large demographic group as the Baby Boom generation experienced major life-stage transitions en masse. Now in their 40s and 50s, Boomer women are ...
  Brand Positioning, Marketing Tips, Targeting, Women
• From the CEO's Desk: Prepping RSS for Prime TimeMatt Blumberg
  There has been a flurry of RSS activity in the last two years, including countless startups that are hitting the new technology from every angle. These companies are doing everything ...
  Channel Marketing, Marketing Tips, New Media, RSS
• Ten Ways to Increase Customer LoyaltyJay Bower
  Acquiring new customers is the "show biz" side of direct marketing: The budgets are much larger, and you get to be more creative and perhaps use a broader variety of ...
  Customer Engagement, Customer Experience, Marketing Tips, Measurement, Targeting, Word-of-Mouth
• How to Build Your Telemarketing List OnlinePaul Epstein
  Since its inception, the Do Not Call Registry has had a profound impact on the telemarketing industry, just as it has on individual organizations relying on outbound telemarketing in their ...
  Advertising, Lead Quality, Marketing Tips, Permission Email Marketing, Targeting, Telemarketing, Websites