Vol. 3 , No. 28     July 20, 2004


In this Newsletter:

  1. Building Profitable Customer-Centric Strategies: Maximizing Your Profit Potential (Part 3 of 4)
  2. Online Marketer Seeks Meaningful Short-Term Relationship—Serious Inquiries Only (Part 1)
  3. Three Common Mistakes in Using Webinars for Lead Conversion
  4. The Power of Split-Testing
  5. SWOT Team: Do PowerPoint Improvements Ever End?
  6. Using the Business Case to Close the Deal
  7. Guest Articles: Good for Some, Bad for Others



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Jim Lenskold
Building Profitable Customer-Centric Strategies: Maximizing Your Profit Potential (Part 3 of 4)

Our high-impact processes for becoming more customer-centric and creating innovative strategies will be valuable only if we can effectively deliver on these profitably.

How do our targeting, offers and quality of touchpoints affect the customer value generated? How do our choice of contact channels and timing in the customers’ decision process impact our ability to positively change buying behaviors? What modifications to our customer-centric strategies can improve our ability to generate profitable relationships?

Get the full story.

(Please note: This article is available only to paid subscription members. Read more information or sign up here.)


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Matthew Syrett
Online Marketer Seeks Meaningful Short-Term Relationship—Serious Inquiries Only (Part 1)

Just because a Web surfer’s visit is short and fleeting doesn’t mean that the relationship is without significant value. With a proper messaging approach, a marketer can shape even the briefest of site visits into a gainful interaction.

Get the full story.

Todd Davison
Three Common Mistakes in Using Webinars for Lead Conversion

Even those who regularly use Webinars in their sales and marketing processes make common mistakes that limit the full potential of a successful campaign.

The truth is, converting a Webinar registrant to a customer takes more than a powerful presentation on the day of event.

Get the full story.


A Note to Readers

Got Graphics?

Greetings, discerning readers! And welcome to this week's wonderful issue.

I'm writing to you fresh from the MarketingProfs management junket held in beautiful Santa Barbara, California.

The few days we spent there were refreshing, for sure. But those few days also served to refocus and evolve our mission to deliver some of the most useful and relevant marketing content out there, in several ways: through newsletter content, online seminars, and the vibrant Know-How Exchange.

We also have a few new things up our sleeve...which you'll hear about in the months to come.

In the meantime, we are also in the hiring mode. One of the things that became apparent in Santa Barbara was our desperate need for a graphics and design person. If you might be interested in working with MarketingProfs as an integral part of the team, please email Publisher Allen Weiss at amw@marketingprofs.com. I can tell you firsthand, MarketingProfs is a fun and exciting place to be.

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

Until next week,

Ann Handley


Last Issue's Top 5

  1. Building Profitable Customer-Centric Strategies: Focus Innovation and Creativity (Part 2 of 4)
  2. The Content-Free Buzzword-Compliant Vocabulary List
  3. Back to Basics in Direct Marketing
  4. Scoring Points (How Tesco is Winning Customer Loyalty)
  5. The Curse of Choice
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Recent Know-How Exchange Questions/Answers

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  3. Best Way To Contact Corporate 'decision Makers'
  4. Driving Traffic To Shopping Malls
  5. Marketing Creative Services To Professionals?


Steve Jackson
The Power of Split-Testing

Direct marketing professionals don’t guess. They base their decisions on statistics and calculate what the return on their investment will be.

Because of what is known as split-testing or test runs, direct marketers rarely get it wrong. Why then do other “professionals” rarely pay attention to this incredibly powerful strategy?

Get the full story.

Meryl K. Evans and Hank Stroll
SWOT Team: Do PowerPoint Improvements Ever End?

This week, weigh in with your own suggestions to: How do we create a PowerPoint slide deck everyone will love? How can we assure the project is done on time with fewer approval rounds?

Also this week, read your answers to: What's the best way to break into the marketing field?

Get the full story.


WARNING: May Cause Coworkers to Stare

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Jonathan Sharp
Using the Business Case to Close the Deal

Marketing executives invest a great deal of time and money building the brand, only to see it diluted at the most critical point—in front of the customer.

Depending on how your sales force executes—the process they follow, the questions they ask, the messaging they use—the brand equity you work so hard to create will be either reinforced or undermined by their actions.

Get the full story.

Bobette Kyle
Guest Articles: Good for Some, Bad for Others

Some marketing strategies can be right for one Web site but wrong for another, depending on the site’s purpose and the underlying reasoning behind the action.

If an action doesn’t directly and logically plug into site goals, then there are likely more profitable ways to spend that time and effort.

Publishing third-party articles on a Web site is one of those marketing strategies that can be right for one site, yet wrong for another.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley


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