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Vol. 6 , No. 15     April 10, 2007


In this Newsletter:

  1. Key Tune-up Tips to Keep Your Email Campaigns Humming
  2. How to Deal With Crisis—and Defend the Brand
  3. B2B Demand Generation in the Age of Accountability, Measurability, and Automation
  4. 10 Tips for Building a Better Web Site
  5. Want Better Sales Copy? Take a Tip From Zig Ziglar
  6. Segmentation in a Web 2.0 World—and Beyond
  7. Marketing Challenge: Three Ways to Fire up the Team


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Premium Content

Lena Waters
Key Tune-up Tips to Keep Your Email Campaigns Humming

In this era of blocked images, preview panes, new ISP deliverability rules, and the constant flux in rendering issues associated with Web-based and desktop email clients... a one-size-fits-all email design just won't cut it.

Each email template needs to be "tuned-up"—that is, assessed and configured optimally for each campaign for it to truly deliver. Here are key steps to take, as well as advice for ongoing list and delivery maintenance.

Get the full story.

Please note: This article is available to paid subscribers only. Get more information or sign up here.


Connect With Customers Through Surveys

Learn how to combine surveys with enterprise email marketing to gather vital data, build loyalty, increase ROI and quickly and easily measure, analyze and act on responses.

Silverpop – Your Partner for Email Marketing Success

Download your free copy today!

David Lemley
How to Deal With Crisis—and Defend the Brand

How companies deal with negative experiences is just as important as creating positive experiences.

In light of the recent pet-food poisoning cases, several companies have taken the lead in reassuring pet owners that they are being proactive in responding to concerns. Which is good: Reacting immediately and proactively is not an option. In fact, it's the right thing to do from both a humane perspective and from a brand-sustainability perspective.

Get the full story.

Mike Zavershnik
B2B Demand Generation in the Age of Accountability, Measurability, and Automation

Never before have business-to-business (B2B) marketers faced such enormous pressure in their jobs. With competition intensifying and prospective customers becoming increasingly elusive, companies are demanding that marketers deliver measurable results. Chief Marketing Officers (CMOs) are now expected to demonstrate the impact of their actions and the return on their investments. The failure of so many marketing executives to rigorously and successfully defend their decisions partly explains why the average tenure of top CMOs is now less than 23 months.

Several factors have dramatically altered the landscape of B2B marketing in recent years, forcing marketing practitioners to rethink their tactics and reinvest their resources to achieve superior outcomes. Here are the top challenges B2B marketing organizations now face, and how to address them.

Get the full story.

This Week's Case Study
How a Fast Food Franchise Helped Consumers Speed Through the Drive-Thru—and Drove up Sales

A Note to Readers

3 Reasons Why You'll Love 'Get to the Point'

Last week, MarketingProfs welcomed a new newsletter into the fold.

Get to the Point is for small business marketers who are looking for a steady flow of ideas and inspiration but don’t have the time to digest a full-length newsletter, like MarketingProfs Today.

It’s an entirely new format for us. Get to the Point delivers bite-sized advice you can digest in 60 seconds. No clutter. No noise. Just one article three times a week offering quick tips to help small businesses grow. We think you’ll like it.

But don’t take my word for it. See our first three installments.

In the spirit of Get to the Point’s brevity, here are 3 reasons why you should subscribe:

1. Snack-sized simplicity. The newsletter is a single self-contained page. No need to click through to read the full content.

2. Actionable ideas. As you'd expect for MarketingProfs, no fluff: just ideas you can use to help you grow your business.

3. Passion. Managing Editor Val Frazee is the brilliance behind the newsletter. Val has worn many hats at MarketingProfs, but she is especially familiar to our small biz folks as the cornerstone of the Know-How Exchange, our discussion forum where many small business folks seek advice, ideas and community. Val has a real passion for small business, and she’s recruited other folks to help make Get to the Point into something truly unique. Team members include newly hired freelance writer Christian Gulliksen as Writer Savant, Carrie Shearer as Princess of Publishing, Sharon Edwards as our Traffic and Broadcast Diva, and Corey Tarne as Rainmaker.

Join our subscriber list today.

And let me know what you think. As always, your feedback is both welcome and encouraged!

Until next week,

Ann Handley
Chief Content Officer


Last Issue's Top 5

  1. Book Summary: 'Citizen Marketers' by Ben McConnell and Jackie Huba
  2. 18 Things You Need to Know About Web Marketing (but Are Afraid to Believe)
  3. Two Approaches to Writing Web Pages
  4. Dear CEO: In B2B, Marketing Is Not Advertising
  5. Creativity at Work: Why It's Important and What It Takes
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What can YOU learn in 90 minutes?

Wednesday, April 11th
Social Media 1.0: What B2B Marketers Need to Know About Video, Widgets, Blogs and More
Dana VanDen Heuvel delivers the first of two back-to-back seminars on leveraging the power of customer communities.

Thursday, April 12th
Social Media 2.0: Building a Blogger Relations Program
Josh Hallet explains how your organization can improve the conversation with customers through this media channel.

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


Susannah Ross
10 Tips for Building a Better Web Site

Building Web sites involves three very different kinds of skill—technical, visual, and editorial—and the three must work together, which is why the task is so daunting.

Here are 10 tips for smoothing the process.

Get the full story.

Ernest Nicastro
Want Better Sales Copy? Take a Tip From Zig Ziglar

In his keynotes and recordings, world-class motivational speaker and sales trainer Zig Ziglar often talks about the importance of having meaningful, specific goals. And he'll drive home his point with the rhetorical question, "What would you rather be in life, a meaningful specific or a wandering generality?"

As marketers and business owners, if we want our sales copy to produce profitable results we would do well to heed Zig's admonition. Because nothing will hold the attention of your reader and advance your selling proposition as well as specific and meaningful benefit-oriented copy.

Get the full story.

Premium Plus Membership

A Whole Year’s Worth of Online Marketing Seminars

More than 40 Online Seminars Each Year. More than 70 Seminars in the Archives. Plus 100% Access to Thousands of Marketing Articles, Benchmark Studies, and Marketing Templates.

You can get the value of your year's membership fee in the first three days by participating in this week's two seminars on the emerging value of Social Media in marketing.
Try Premium Plus Membership Today

Nilofer Merchant
Segmentation in a Web 2.0 World—and Beyond

In 1964, in the Harvard Business Review, Daniel Yankelovich introduced the concept of "non-demographic" segmentation. By moving past demographics, Yankelovich's goal was to look at things that mattered more—customer usage and adoption patterns. This meant that marketers could craft better messages and develop improved channels to reach them.

While this revolution helped us to understand customer requirements and interests, it has its own limits. In fact, Web 2.0 blows out the Yankelovich model. What's it mean for marketers? And where is this heading?

Meryl K. Evans and Hank Stroll
Marketing Challenge: Three Ways to Fire up the Team

This week, how do you create a sense of urgency when comes to contacting prospects and following up with clients? Join the conversation!

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Customer Service

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