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• Case Study: How a Swiss Co. Doubled US Sales by Convincing Consumers That Its Product Is Hip and Worth a PremiumLaurie Lande
  SIGG had been selling its aluminum water and fuel bottles to the US outdoor market for years at a price about twice as much as the closest competitor's. It counted ...
• How to Use Email Segmentation to Shorten the Sales CycleStephanie Miller
  Selling now takes more time and resources then ever before. In fact, the sales cycle has become 22% longer as buyers more carefully consider their decisions. If this true for ...
  Email Marketing, Lead Nurturing, Sales, Segmentation, Targeting, Writing
• 25 Metrics to Prove Marketing Drives SalesRoy Young
  Driving sales is what B2B marketing is all about. Although the precise roles and responsibilities of Marketing may differ from company to company, your marching orders are the same: Help ...
  B2B Marketing, Customer Retention, Lead Generation, Lead Quality, Lead Scoring, Metrics, Sales
• Case Study: How a Software Firm's Soft-Sell, Educational Webcasts Helped Double SalesKimberly Smith
  Softrax Corp.'s enterprise software automates a company's entire revenue cycle. With the advantages of automation not always apparent to potential customers, Softrax based its marketing strategy on educating the market, ...
• What the Web Marketer Should Know About FacebookJeremiah Owyang
  If you're responsible for the direction of your online strategies for your company or organization, you've probably been asked by your colleagues to take a look at a social network. If ...
  Facebook, Online Marketing, Sales, Segmentation
• Case Study: How a Web Services Firm Used 'Fanatical' Customer Care to Increase Sales 60% Year Over YearJennifer Natsu
  With Web hosting fast becoming a commodity, Web hosting firm Rackspace realized it needed to stand out from the pack. Its founders decided they would stake a claim to "fanatical" ...
• How to Write a Strong Sales Message and Still Achieve 'Risk Reversal'Nick Usborne
  There are two of the things you need to do with an effective sales page: You need to write a strong sales message, and you need to minimize the perception ...
  Copywriting, Online Marketing, Sales
• How to Write a Playbook that Enables Sales EffectivenessLaura Patterson
  The sales playbook captures your company's knowledge about its markets, value propositions, offers, competitors, and best practices. These are the very elements that fall within the marketing organization's domain, which ...
  Collaboration, Marketing Tips, Sales, Value Propositions
• The Dirty Little Secret about ProposalsLewis Green
  In my youth, in the days before we males were rescued and transformed by feminism, it was popular among us boys to say the following about "You can't live with ...
  Advertising, Content, Sales
• Transforming a 'Use Case' Into a Sales ToolLaura Patterson
  A use case, often created for product development, is commonly used to capture functional requirements. A use case provides one or more scenarios for how a solution/system/product/service achieves a specific ...
  Case Studies, Sales, Thought Leadership, Writing
• Case Study: How a Manufacturer Increased Sales 30% by Using the Right Vertical Search EngineLaurie Lande
  A Web site isn't much of a marketing tool if your target audience can't find it. Officials at RUD Chain, a manufacturer of high-end industrial chains, discovered that access to ...
• Can Blogging Work as a Marketing Tool?Lewis Green
  Yes, it can. My two most recent clients hired because of what they read on my blog and at my Web site. That is significant because for marketing to be ...
  Blogging, Branding, Content, Sales
• Four Opportunities to Harvest Informal Customer Success StoriesPeter Cohan
  We often complain that we have too few success stories or lack examples in specific verticals, or in specific geographies, or find that the customers' quotes are bland and lack ...
  Case Studies, Customer Experience, Sales
• How to Turn Your Customer Reference Program Into a Strategic Asset, Part 1Whitney Wood
  As today's markets consolidate and become increasingly competitive, and as buyers become more sophisticated and demanding, customer references gain even greater importance. But many customer reference programs are stuck in ...
  Customer Engagement, Customer Experience, Referrals, Sales
• Apple Exemplifies 'Connection' With Retail CustomersAndrea Learned
  I know. You are all sick of hearing how wonderful is, but bear with me. Randall Stross wrote a great in yesterday's New York Times and I want to emphasize ...
  Content, Sales
• Lies, Damn Lies, and Dashboards, Part 4: Avoiding Lead MyopiaSu Doyle
  Here's to you! You just got deputized to handle demand generation. You're not sure if you should reach for the champagne, or the antacid... From this point on, you're a metric-driven ...
  Collaboration, Lead Generation, Sales
• When You're Right You Might Also Be WrongLewis Green
  Social media is becoming a "wow" strategy and blogs a good tactic to meet some client's needs. In addition to connecting us to a variety of communities that offer various ...
  Advertising, Content, Sales
• How to Scale: Solution-Selling With Your ChannelsDylan Charles
  Changes in the way customers buy technology are stressing existing vendor channel and partner organizations, processes, and capabilities. As a result, companies need to rethink the ways they allocate their ...
  Channel Marketing, Collaboration, High-Tech Marketing, Measurement, Sales, Small Business
• Lead Nurturing: Cultivating Relationships and Growing Sales Through Continued DialogKathy Rizzo
  Lead nurturing has become an integral component of an overall marketing strategy. While there is an ever-growing incentive to implement an effective lead nurturing strategy with business partners and prospects, ...
  Customer Engagement, Lead Generation, Lead Nurturing, Lead Quality, Sales, Targeting
• IBM Marketing Champion Uses Online Marketing to Boost Divisional Revenue and Share of the SMB MarketRoy Young
  Sandra Zoratti, vice-president of worldwide marketing of the soon-to-be-formed InfoPrint Solutions Company, a Ricoh/IBM joint venture, added interactive marketing to the InfoPrint Solutions Company marketing mix to multiply the reach ...
  Case Studies, Customer Relationships, Interactive Marketing, International Marketing, Online Marketing, Sales, Small Business, Social Business