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Vol. 6 , No. 22     May 29, 2007


In this Newsletter:

  1. An Insider's Guide to Creating Podcasts—Part 1
  2. Brand Engagement: Teach Your Customers Well
  3. Managing Your Marketing Career in a Web 2.0 World
  4. Why a Killer Videogame Is the U.S. Army's Best Recruitment Tool
  5. Lies, Damn Lies, and Dashboards, Part 4: Avoiding Lead Myopia
  6. The Demystification of Idea Generation
  7. Charting the Waters of the Blogosphere


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Premium Content

Lisa Johnson and Cheri Hanson
An Insider's Guide to Creating Podcasts—Part 1

Podcasts are an excellent way to share your latest findings and juiciest developments in a medium that's engaging, fun, and portable.

If you're thinking about podcasting, here's an insider's peek at the creation of a podcast series, complete with professional tips from a talented audio team.

Get the full story.

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


Webcast: From Online to Cross-Channel: Marketing Challenges in a Web 2.0 World

Join Unica and Forrester Research on
June 12 to learn how marketers can redefine cross-channel strategies to become early adopters of Web 2.0, and stay steps ahead of the competition.

Click Here to Enroll!

Nick Wreden
Brand Engagement: Teach Your Customers Well

If you are flying from Los Angeles to Tokyo, you can learn how to say "how are you" in Japanese. The lesson is provided as part of the JAL in-flight entertainment in four language categories: numbers, dates, words, and dialogue. Other airlines also offer interactive audiovisual language programs, including Virgin Atlantic, Air France, and Singapore Airlines.

It's all part of the trend toward brand engagement, one of the two great trends reshaping branding today and tossing such tired, 30-year-old theories like "positioning" to the dustbin of marketing history.

Get the full story.

William Arruda
Managing Your Marketing Career in a Web 2.0 World

It's no longer the world of work you knew when you graduated from college. The tried and true career management techniques you've been using just don't work in today's marketplace. Working hard, writing a compelling resume, staying connected to head hunters are all so... 20th century.

To achieve the highest level of success and fulfillment today, you must immerse yourself in the Web 2.0 frame of mind. That means developing a new set of career management habits.

Get the full story.

This Week's Case Study
How a Nonprofit Moved Toward a For-Profit Marketing Model to Advance Its Nonprofit Mission

A Note to Readers

New Speakers at Our Virtual Event

Our first-ever free virtual conference is just over two weeks away, and we've developed a fantastic and informative B2B program for you to experience direct from your desk.

To make it even more worth your while, we've added two new presenters, the first from Google and second from Dupont, which will up the learning potential that much more.

Just added is Google’s Benjamin Chung, whose session is titled, “New Technologies and Business Paradigms.” Chung will discuss Google's role in today's information ecosystem and give an overview of information, media and advertising trends most useful for B2B marketers.

Also added is Gary Spangler, who leads ebusiness at DuPont. Gary will lead a session on "Using Sustainable Word-of-Mouth Marketing in Growing B2B Business." Specifically, he’ll offer tips on developing a buzz-worthy campaign that is strategic, ethical and sustainable for your audience.

Check out the full agenda of How to Find New B2B Customers Online – which includes Forrester’s Laura Ramos, Greg Verdino of Digitas, Bill Lee of the Customer Reference Forum, Podtech’s Jeremiah Owyang, Return Path’s Stephanie Miller, and others – here. Hope to see you there!

Until next week,

Ann Handley
Chief Content Officer


Last Issue's Top 5

  1. The Top Five Reasons Why It's 'RSS or DIE'
  2. Managing Your Marketing Career in a Web 2.0 World
  3. Brand Engagement: Teach Your Customers Well
  4. The Demystification of Idea Generation
  5. Lies, Damn Lies, and Dashboards, Part 4: Avoiding Lead Myopia
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MP Events


David Verklin and Bernice Kanner
Why a Killer Videogame Is the U.S. Army's Best Recruitment Tool

Before it was released on July 4, 2002, many expected the $7.3 million game would join the ranks of the $436 hammer and $640 toilet seat as a study of excess. Few predicted "America's Army" would become the artillery's most effective marketing tool, conveying the authentic military experience in a voice that prospective recruits want to hear.

Get the full story.

Su Doyle
Lies, Damn Lies, and Dashboards, Part 4: Avoiding Lead Myopia

Here's to you! You just got deputized to handle demand generation. You're not sure if you should reach for the champagne, or the antacid...

From this point on, you're a metric-driven marketer; your success is measured by the number of leads you generate. Just don't take your eyes off the end game: revenue. How can you avoid lead myopia?

Get the full story.

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Mike Heronime
The Demystification of Idea Generation

Numerous people have studied the process that creative people go through to develop their ideas. Most of these students of creativity agree that ideas come from a subconscious process that takes two relatively unassociated thoughts and combines them together to produce a new thought—a new idea.

Get the full story.

G.A. "Andy" Marken
Charting the Waters of the Blogosphere

The major problem with blogs is that they are a relatively new—albeit rapidly growing—Web phenomenon. As a result, they constitute a more or less uncharted realm for companies, with few official policies or guidelines.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

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