Thought Leadership

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• Case Study: How One Company's Content Marketing Improved Qualified Lead Generation, Boosted Revenue 38%Kimberly Smith
  Good content can position your company as an expert in its field, delivering more and better-qualified traffic to your door. Here's how one company leveraged its vendor-neutral whitepapers, podcasts, and ...
• Give Away the Good Stuff
  "If you want to create something very good," says Tom Peters, "it takes time, energy, and sometimes money." That, he argues, is exactly why you should give away your finest ...
  Customer Engagement, Marketing Inspiration, Thought Leadership
• Write? Right!
  How many times have you heard the phrase, "Content is king"? When it comes to search marketing, it's not hyperbole. Content is, well, the key to keywords. "This is the ...
  Links, Search Engine Marketing, SEO, Thought Leadership, Web Copy, Websites
• Eight Ways to Integrate Webinars Into a B2B Marketing PlanLaura Heinrich
  B2B sales happen over a period of several months as trust builds between the prospect and the seller. Webinars may be used not just to bring new leads in the ...
  B2B Marketing, Lead Generation, Marketing Tips, Thought Leadership, Webinars
• Going Viral With Your B2B Marketing: Q&A With David Meerman ScottMack Collier
  Viral marketing has been all the rage in recent years: Companies are intoxicated with the idea of creating the next video that spreads across the Internet and becomes a viral ...
  B2B Marketing, Product Marketing, Thought Leadership, Word-of-Mouth
• Online Customer Communities Power Routine InnovationJohn Kembel
  As a result of its online customer community, a company can get much more than basic product feedback. It gains deep insight into the needs of customers, and creates ever-greater ...
  Collaboration, Creativity, Customer Advisory Programs, Customer Engagement, Thought Leadership
• The Link-Building Bible: Over 100 Tips, Tricks and Tactics for Rapidly Building Link PopularityMiles Galliford
  Link building is the tactic of getting other Web sites to link to your Web site. Getting inbound links from well-ranked, reputable, and relevant sites means that your Web site will ...
  Facebook, MySpace, Podcasting, Press Releases, Thought Leadership, Website Design, Websites, Writing
• Selling Professional Services? It's All About LeverageBarbara Bix
  Attracting—and ultimately closing—deals with new clients can take professional service providers anywhere between several months and several years. Since most firms rely on their partners and principals to bring in ...
  Customer Acquisition, Sales, Services Marketing, Thought Leadership
• Seven Ways Your Company Can Harness the Power of BlogsDavid Felfoldi
  Blogging is a phenomenon that can no longer be ignored by today's competitive companies. So how does your company best harness the power of blogs? Here are common-use cases for any ...
  Blogging, Corporate Blogging, Customer Engagement, Customer Experience, Marketing Tips, Thought Leadership
• How Online Thought Leadership Can Transform You (and Your Company) Into a Trusted ResourceDavid Meerman Scott
  An effective online content strategy, artfully executed, drives action. Organizations that use online content well have a clearly defined goal—to sell products, generate leads, or get people to join a ...
  Online Marketing, Thought Leadership, Writing
• 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
• The 'Secret Recipe' for PR SuccessGail Martin
  PR success isn't mysterious. It comes down to a mix of old-fashioned research, savvy trend-watching and good people skills. It is the age-old talent of telling a good story. That's ...
  Public Relations, Targeting, Thought Leadership, Writing
• Tradeshows on a Shoestring BudgetJodi Bash
  Marketing Budgets, Marketing Smarter, Sponsorship, Thought Leadership, Tradeshows/Events
• Trade Shows on a Shoestring BudgetJodi Bash
  Tradeshows can be one of the most expensive forms of marketing. Paying to act as an event sponsor (complete with a booth and travel for employees) often runs into the ...
  Lead Generation, Sponsorship, Thought Leadership, Tradeshows/Events
• Marketing Challenge: Three Ways to Score With Search EnginesHank Stroll, Meryl K. Evans
  Keywords, Search Engines, Small Business, Thought Leadership, Website Design
• The Problem of Defining Professional Services Marketing ExpertiseSuzanne Lowe
  It appears that these differing expectations, and the evolution of the role of professional services marketer, have begun to fall into two distinct camps, both of which are grounded in ...
  Creativity, Customer Experience, Customer Satisfaction, Services Marketing, Thought Leadership
• Five Ways to Develop a Dialogue With Key 'Influencers'Nilofer Merchant
  Most companies don't know what to do to systematically guide this new breed of consumer marketing advocates. But you can build a "program" that will enable you to access and ...
  Marketing Inspiration, Marketing Tips, Thought Leadership, Word-of-Mouth
• Turn Your Expertise Into a Road ShowPaul McCord
  Salespeople often overlook one of the most effective and quick ways to both establish themselves as experts in their field and generate a pipeline of quality prospects.
  Local Marketing, Public Speaking, Thought Leadership
• Q&A With the Authors of 'Citizen Marketers'Christina "CK" Kerley
  Community, Customer Evangelists, Social Media, Thought Leadership, Word-of-Mouth
• Have You Been Digitally Dissed?William Arruda
  Career Management, Google, Personal Branding, Thought Leadership