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Vol. 6 , No. 9     February 27, 2007


In this Newsletter:

  1. Six Steps to Driving Growth With Marketing ROI
  2. Trade Shows on a Shoestring Budget
  3. Three 'Secrets' to a Successful Networking Event
  4. Business Intelligence Is Not an Algorithm
  5. SLQuery: The Next 'Google' of Second Life?
  6. Holiday Mailings: The What, When, and How of Cutting Through the Clutter
  7. Marketing Challenge: Gross Sales vs. Gross Profit


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Premium Content

Jim Lenskold
Six Steps to Driving Growth With Marketing ROI

Profitable growth is a key business priority for every business. Marketing must be prepared not just to handle the demands for steady growth but also to respond to the occasional call for more aggressive growth.

Marketing ROI brings the framework for financial analysis and measurements to help guide strategic and tactical decisions toward greater profits. ROI analysis is used to improve marketing effectiveness, trim back unprofitable initiatives, and re-allocate marketing budgets.

But how can we best apply these techniques to achieve aggressive growth objectives? Here are six steps that will lead you down the right path.

Get the full story.

Premium Benefit

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SWOT Analysis How-To Guide

Register for Premium membership today, and get instant access to MarketingProfs Premium resources, including the new SWOT Analysis How-To Guide, a step-by-step guide for assessing your company or product.

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Jodi Bash
Trade Shows on a Shoestring Budget

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 tens of thousands of dollars.

But there are options to tradeshow sponsorships that will still get you out in front of the same prospects, but cost much less and provide more value.

Get the full story.

Need a detailed How-to Plan for Trade Shows? Get this template now.
Trade Show Marketing How-to Guide

Try Premium membership and get instant access to Trade Show Marketing. Sign up today.

Paul McCord
Three 'Secrets' to a Successful Networking Event

Attending networking events can be frustrating and ultimately a waste of time for many business owners and professionals. Here are three ways to make them pay off for you.

Get the full story.

This Week's Case Study
How a B2B Community Site Increased Lead Volume for Its Advertisers by 50%

A Note to Readers

Cranky Customers

MarketingProfs Customer Service Samurai Shelley Ryan pulled no punches in her post on the MarketingProfs blog this week, When Your Customer Is a Big Fat Jerk, about her run-in with "Simon," a particularly prickly MarketingProfs subscriber.

"MarketingProfs has 242,471 members, and I love 242,468 of them. A few are jerks," Shelley wrote, adding:

"I communicate by email and phone with a huge number of our customers, and once in a while someone knocks me sideways with hostility...."

The truth is that Shelley is about as unflappable as they come. Not only does she manage the customer service team here, but she also produces our virtual seminars. Hailing from Houston, she has a heart as big as Texas (and a pretty big brain, too), and her patience at troubleshooting and handling the inevitable errors, problems, and million little annoyances that crop up in all areas of her job... astounds me. All that to say, you have to go a ways to become a burr under her saddle, as she might put it.

Shelley's post last week tapped into a groundswell... inciting comments from similarly frustrated business owners/operators, and inspiring other bloggers.

Even if you aren't in customer service, chances are you know someone who is. If you haven't seen Shelley's post yet, do check it out. She not only does a great job of handling the prickly Simon but also gives a few tips for dealing with cranks in general.


Until next week,

Ann Handley
Chief Content Officer


Last Issue's Top 5

  1. Three Ways to Keep Your Customers Happy When You Screw Up
  2. MySpace Marketing Tips, Tricks, and Hints
  3. The Real Story Behind the Success of Dove's Campaign for Real Beauty
  4. How to Get the Free Press You Want
  5. The Personal Brand Champion of the World
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What can YOU learn in 90 minutes?

Thursday, March 1st
B-to-B Lead Generation
Ruth Stevens tells how to fill (and track) the sales pipeline in another "crash course" seminar on Direct Marketing.

Wednesday, March 7th
Personas 1: Move Fast and Build Smart
Tamara Adlin explains the accelerated, customer-focused design approach in two back-to-back seminars.

Want BOTH seminars?
Become a Premium Plus member to have access to EVERYTHING.


Ron Halverson
Business Intelligence Is Not an Algorithm

Marketers can no longer rely on only quantitative data to address an issue. Qualitative tools, such as advanced video analytics and "day-in-the-life" sketches, are needed to unearth the deeper insights—the where, when, and how much—to make decisions that stick.

Get the full story.

Bill Nissim
SLQuery: The Next 'Google' of Second Life?

Google's search engine is a widely used tool for locating information or items on the Internet. On any given search, in mere seconds it offers up a vast set of relevant links for the user to sift through.

A new environment termed "Virtual Worlds" has created a similar challenge—finding a vast range of items in a timely manner.

Get the full story.

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Earn our eternal gratitude.

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Doug Stern
Holiday Mailings: The What, When, and How of Cutting Through the Clutter

A lump of coal in your Christmas stocking—that's what the most recent holiday mailing you managed may have felt like.

Sowhile the pain and memory are relatively fresh, let's take a look at some smarter ways to get out a holiday mailing, assuming that angst of holiday mailings is a fact of life for most businesses.

Get the full story.

Meryl K. Evans and Hank Stroll
Marketing Challenge: Gross Sales vs. Gross Profit

This week: Do you compensate a sales team on gross sales or gross profit for services? See if you agree with our experts.

Coming up: Hate meetings? How can you make them productive? Add your two pesos.

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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