Vol. 3 , No. 45     November 16, 2004


In this Newsletter:

  1. B2B Relationships Built to Last (Part 2)
  2. Inconceivable! 7 Misconceptions About Lead Generation
  3. Renewable Corporate Entrepreneurship: The Path to Sustainable Growth
  4. Marketing Events: What Works, What Doesn't
  5. SWOT Team: When a Brand Is Merged
  6. The New Era of Passionate Account Service
  7. Branding and the Customer Experience


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Allen Weiss
B2B Relationships Built to Last (Part 2)

Long-term business relationships are possible, and the good news is that you don't even have to have the lowest price to make them last.

In fact, your prices can be higher than your competitors' when you have the edge of a long-term relationship.

Get the full story.

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Mike Schultz and John Doerr
Inconceivable! 7 Misconceptions About Lead Generation

As service and technology firms begin to awaken from a long, recession-inspired hibernation period, they are again beginning to think about proactive lead generation. If your firm is stepping-up outbound marketing, your first step should be to re-examine your firm's thinking about what works and what doesn't.

Consider the following seven service lead-generation misconceptions.

Get the full story.

Dean Robb
Renewable Corporate Entrepreneurship: The Path to Sustainable Growth

Disciplined, renewable entrepreneurship is the source for continuous generation of "disruptive innovations"—products and services that alter the rules of the competitive landscape, in your favor.

It ensures rapid, effective response to evolving customer needs. It's the source of employee passion, creativity and commitment. Here's how to nurture it.

Get the full story.


A Note to Readers

A Cornucopia of Know-how

Hello discerning reader!

Welcome to this week's newsletter. Thanksgiving may not be until next week, but there's a veritable feast of advice and know-how in this week's issue.

Don't miss Allen Weiss's next installment in his series on lasting B2B relationships. In it, he answers the query he posed last week: If you really want to let that special someone (or company) know how much they mean to you, would you send them fresh flowers—or dried ones? The answer might surprise you.

Also, Mike Schultz and John Doerr bust seven myths of lead generation in the well-written and knowledgeable, "Inconceivable! 7 Misconceptions About Lead Generation." (If, like me, you are a fan of The Princess Bride, you have all the more reason to check out their piece!)

Finally, I was recently handed a copy of Kristin Zhivago's new book, Rivers of Revenue: What to do when the money stops flowing (Smokin' Donut Books, 2004).

Kristin is a marketing veteran who understands customer behavior, and in her new book she offers a new take on selling pretty much anything: ideas, services or products. (She's also a good writer, which makes the 323 pages a whole lot more enjoyable.) The book is both inspiring and practical, which is a powerful tonic, in my view.

Thanks for stopping by. As always, your feedback is both welcome and encouraged.

Until next week,

Ann Handley


Last Issue's Top 5

  1. B2B Relationships Built to Last (Part 1)
  2. Strengthening Your Brand Through Affiliations
  3. Why Demonstration Compels Customers to Buy
  4. Keywords to Improve Site Conversion Rates
  5. SWOT Team: Communicating with One Voice
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M. H. "Mac" McIntosh
Marketing Events: What Works, What Doesn't

What works and what doesn't work in event planning?

Here are tips to help you discern what does (and avoid what doesn't) work when planning your next event.

Get the full story.

Meryl K. Evans and Hank Stroll
SWOT Team: When a Brand Is Merged

A name change could mean disaster. How does a company regain its brand without gaining a bad reputation for the constant changes it has undergone?

Also this week, read your answers to last week's query: What's the best way to access other divisions of the same company?

Get the full story.

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Eric Thiegs
The New Era of Passionate Account Service

Times have changed for the account service department. Our role as account executives is to lend expertise and insight as we hack the path for our clients through a post 9-11 marketing jungle.

Get the full story.

Suzanne Taylor
Branding and the Customer Experience

A brand means much more than its product and service features. Brands are built from nothing less than the sum of a customer's experiences with a product, service or company.

Customers' total brand experience will determine whether they will buy anything more from the company and, just as importantly, whether they'll spread awesome or awful word-of-mouth to friends and family.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

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Val Frazee

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