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Vol. 6 , No. 16     April 17, 2007


In this Newsletter:

  1. Divide and Conquer: A Case Study of Profitable Market Segmentation
  2. Seven Hurdles to Marketing Effectiveness—and How to Surmount Them
  3. Eight Ideas for Revitalizing Your Company Blog
  4. Where to Find Good Content for Your Online Newsletter
  5. How to Market on YouTube
  6. Is Your Communications Policy Mired in the Past?
  7. Wanted: Leadership and People Skills


Who says marketing efficiency is a myth?

How did one of North America’s leading loyalty marketing companies reduce time to market by 50%; increase response rates by 250%; and improve operational efficiencies?

Click here to download the case study!

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Premium Content

Brian Smith and Paul Schwarz
Divide and Conquer: A Case Study of Profitable Market Segmentation

Well-executed market segmentation quickly identify customer profiles that have a higher likelihood to buy. And once a company has identified that customer profile, it can use that information to target new customers with similar profiles.

By targeting these prospects directly, marketers gain higher and quicker return on their marketing investments. The following real-life case study provides a good example how segmentation can improve your marketing and customer interaction as well as increase sales.

Get the full story.

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


A Perfect Fit: Finding an Enterprise Email Service Provider

Sophisticated marketers and multi-sender organizations need the special expertise found in only a handful of ESPs. Silverpop's white paper walks you through the process. Discover what to ask internally and of potential vendors to ensure a match.

Get instructions and a template RFP here.

Andrew Pierce
Seven Hurdles to Marketing Effectiveness—and How to Surmount Them

Marketing effectiveness—achieving it requires an organization with the resources and know-how to achieve the fine balance between the art and science of marketing. In other words, it take a little of both to create marketing programs that meet measurable business objectives.

Here are seven hurdles to marketing effectiveness, along with proven techniques for how to surmount them.

Get the full story.

Mack Collier
Eight Ideas for Revitalizing Your Company Blog

After hearing all the buzz about blogs and how popular they are becoming, your company decided to dive into the blogging waters. But that was months ago, and even though you've posted a few times, your blog has gotten little or no comments, and only a handful of visitors a day!

Before you give up and decide to pull the plug on your blogging experience, let's look at some ideas for revitalizing you blog into a place that both you and your customers can benefit from. Here are eight points to consider.

Get the full story.

This Week's Case Study
How a European B2C Manufacturer's Web Site Re-launch Tapped the US Market, Encouraged Community

A Note to Readers

Finders, Keepers Online: Register Now (It's Free!)

Dylan was perceptive: The times they are a changin'...

There have never been more tools in the Marketer's tool box for finding and keeping customers. Today's techniques and tools make it easier than ever to plan, manage, and measure your customer acquisition and retention programs.

But here's the scary bit: It's easy to get left behind. In the field of Marketing, it's critical to stay ahead of the curve. In today's world, that means not only keeping current with new Web 2.0 platforms, but also staying sharp with fresh insights into tried-and-true email, search, and word-of-mouth initiatives.

Here's what you can do about it: On the 13th of June, attend a free virtual conference, How to Find New B-to-B Customers Online: MarketingProfs Business-to-Business Marketing Forum.

The day-long conference is a virtual event, which means that you can attend from the comfort of your own desktop.

Throughout the day, speakers like Forrester's Laura Ramos, Digitas's Greg Verdino, Bill Lee of the Customer Reference Forum, and representatives from IBM, Cisco, and Citrix will serve up the latest ideas for finding and keeping customers, and staying current with technologies and techniques.

So clear your schedule, and prepare to join us on June 13. I'll look forward to seeing you there.

Please register here.

Ann Handley
Chief Content Officer


Last Issue's Top 5

  1. Key Tune-up Tips to Keep Your Email Campaigns Humming
  2. 10 Tips for Building a Better Web Site
  3. Want Better Sales Copy? Take a Tip From Zig Ziglar
  4. How to Deal With Crisis—and Defend the Brand
  5. B2B Demand Generation in the Age of Accountability, Measurability, and Automation
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Nick Usborne
Where to Find Good Content for Your Online Newsletter

There are a number of rich places to find content for your newsletter. Some of it takes the form of free articles. Some of it you pay for, and you can request any kind of content you like.

Whatever your industry and the focus of your e-newsletter, there are plenty of places to get good content for every issue you send.

Get the full story.

Stephan Spencer
How to Market on YouTube

Now that YouTube is more popular than all the sites of the TV networks combined, some wonder whether broadcast TV's days are numbered.

It may well become more important for your brand or company to be on YouTube than to be advertised on TV. Undoubtedly for some, that day has already arrived.

Get the full story.

Premium Membership

Total Access to the Best Minds in Marketing

Case Studies. Marketing Guides and Templates. Benchmark Studies. Plus 100% Access to Thousands of Marketing Articles.

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G. A. "Andy" Marken
Is Your Communications Policy Mired in the Past?

There are an ever growing number of opportunities for PR people to take advantage of the next generation web. More efficient, more effective, more creative means of launching products and services have to be implemented beyond the tired old standby—the static press release.

Get the full story.

Ted Mininni
Wanted: Leadership and People Skills

How can management -- from CEOs, CMOs and the rest of the alphabet soup of corporate executives -- run successful companies if they lack people skills?

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

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