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Vol. 5 , No. 19     May 9, 2006


In this Newsletter:

  1. Meeting the CEO's Mandates: Setting Up a (Really Good) Customer Advisory Board (Part 1 of 3)
  2. Small Businesses and Web 2.0: A Discussion with the Creator of Duct Tape Marketing
  3. 10 Tips to Help Your Blog Soar in the Search Engines (Part 2 of 2)
  4. Five Components of Effective Sales and Marketing Communication
  5. Timing Is Marketing's Stepchild
  6. RSS: What's in It for Marketers?
  7. Marketing Challenge: Traditional vs. New Marketing


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Premium Content

Promise Phelon and Sean Geehan
Meeting the CEO's Mandates: Setting Up a (Really Good) Customer Advisory Board (Part 1 of 3)

The CEO wants to accelerate quote-to-cash and create in-account champions. Also at the top of the CEO's mind is a call to go deeper into the installed base... and build products that create competitive differentiation.

How would you say you're doing when it comes to aligning your marketing organization with the CEO's mandates? Are you getting there? Moving forward? Making strides?

Get the full story.

One of the authors of this article recently conducted a survey with us on a related topic. Click this button to view and filter the B-to-B Voice of the Customer Benchmark Survey Results.

Note: This article and the survey results are available to paid members only. Get more information or sign up here.


What's the Secret to Email
& Web Analytics Integration?
Industry experts urge marketers to integrate customer data across platforms in order to craft more meaningful messages. But the enormity of the task prevents most from even starting. Get Silverpop's new white paper for five simple tactics, and learn why there's never been a better time than now.

Eric Kintz
Small Businesses and Web 2.0: A Discussion with the Creator of Duct Tape Marketing

A new Internet gold rush has been taking hold with the emergence of social networking, blogging, podcasting, and other Web 2.0 experiments. Media companies and Internet giants have reacted promptly by acquiring many of the new players to take advantage of these new advertising vehicles and evolve their endangered models.

Yet advertisers themselves have stayed on the sidelines to a great extent. Small businesses, especially, have reacted cautiously to Web 2.0 marketing, fearing its hype and its inherent risks. Here are clear examples of why they shouldn't.

Get the full story.

Stephen Spencer
10 Tips to Help Your Blog Soar in the Search Engines (Part 2 of 2)

Blogging is one of the hottest trends on the Web. Whether yours is an individual blog, a group blog, a character blog, or a CEO blog, there's no doubt that, done right, a blog can position you as a thought leader, bring your Web presence to life, and help you engage with your customers.

But with over 75,000 new blogs created every single day, and tens of millions of blogs already in the blogosphere, it's not a given that you'll get found by your target audience and develop a loyal following of readers. What can you do to pull in the crowds and to rise in the rankings? Here Stephan shares his secrets.

Get the full story.


A Note to Readers

The Scoop from Recruiting

Hello, readers!

This week, I traded several emails with Executive Recruiter Harry Joiner. Harry is one of the newest bloggers to write for the MarketingProfs Daily Fix, and his perspective as a recruiter who focuses on marketing is invaluable for those of us in the trenches.

I asked Harry a little bit about the job market these days. His response:

"Overall, I'd say that the job market for marketers is very strong.

"However, the market is white-hot for marketers who can demonstrate a track record of success in multiple functions in a multichannel environment. 'Multichannel,' by the way, should not be limited to just retail: It applies to any B2B or B2C situation where a company's brand promise is brought to life across multiple touch points on the front end and the back end of the business.

"A lot of people don't get that.

"Marketing isn't just about the promise you make before the sale. ('Our bleach makes your clothes whiter.' 'Our cola tastes better.') It's about being able to make good on that promise. That's why you read so much about "customer experiences," and it's why, increasingly, the best marketing practitioners are being pulled into the back end of the business to make sure that everything the company does before, during, and after the sale reinforces its position in the customer's mind about who it is in the marketplace. Modern marketing is all about helping companies 'walk their talk.'

"Give me candidates who can do that, and I can place them in high-paying jobs all day long."

So I wondered, "How many candidates realistically fit that bill?"

Harry said, "More than you'd imagine—and more than most candidates imagine, too. Everything from legal, to finance, to accounting, to purchasing, to manufacturing, to warehousing, to logistics, to customer service can be tweaked to improve the customer experience.

"It's up to marketers to understand which activities have the greatest impact on the customer experience, and then to quantify and track their contributions in this area. These are the contributions which make for the best resume fodder later on."

I like Harry a lot not only because he is one smart guy but because he writes really well, too. Read more of Harry in the coming weeks in the Daily Fix.
Until next week,

Ann Handley
Chief Content Officer


Last Issue's Top 5

  1. 10 Tips to Help Your Blog Soar in the Search Engines (Part 1 of 2)
  2. Has Advertising Killed Itself?
  3. The Fundamentals of Permission-Based Email Marketing
  4. Database Marketing: It's All About Creating Customers
  5. The Real Buzz: B2B Word-of-mouth Marketing for IT
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Newly Posted Jobs

  1. CustomerSat, Inc.
  2. ZiBiz
  3. Saphire business
  4. Red Bricks Media
  5. Red Bricks Media
  6. Texturemedia
  7. Red Bricks Media
  8. Red Bricks Media
  9. Red Bricks Media
  10. Home Loan Lending Inc.
See all jobs


Mark Organ
Five Components of Effective Sales and Marketing Communication

In today's sophisticated marketplace, overcoming communication obstacles is critical—especially early on in the sales process. It is increasingly obvious that the competitive battle for customers is being won or lost at the top of the sales funnel.

So, how does a firm make itself stand out from the rest?

Get the full story.

Want to know more? Listen to our popular seminar: Breakthrough Communications Strategies for B-to-B Markets.

Note: This seminar is available to paid subscribers only. Get more information or sign up here.

Mark Klein
Timing Is Marketing's Stepchild

As the old adage goes, "timing is everything." But while the idealistic mantra of direct marketing has always been to make the right offer to the right customer at the right time, the reality is very different.

Get the full story.

Austin lawrence

Predict Survey Results and Win up to $1,000!

Think you’re a marketing expert? Test yourself against the best in the Directions Research America Says Survey Contest. Win $1,000 for first place and $500 for second place by proving you know how average Americans will answer interesting and entertaining questions in the next America Says survey.

It’s fun and easy to play. Visit here and click on the contest. Even if you don’t win, Directions Research can help you with your next marketing challenge. Click here to learn more about us.

Eric Frenchman
RSS: What's in It for Marketers?

RSS may not ever replace email as a delivery tool. But nonetheless, it will move Web site traffic, because people can use RSS readers to receive content without having to visit a site.

Here's a primer on RSS, and why marketers should care about it.

Get the full story.

Meryl K. Evans and Hank Stroll
Marketing Challenge: Traditional vs. New Marketing

What's the difference between so-called new marketing and traditional marketing methods? How can a marketer adapt?

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Director of Premium Services
Val Frazee

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