What does “best practices” in Marketing Operations (MO) look like, and how do industry-leading companies operate and integrate this highly valuable function? Marketing Operations Partners recently polled more than 80 marketing leaders to find out. Read the rest of this entry »
Marketing professionals know that careful, accurate, and constant campaign tracking and analysis are just as important as delivery itself. Your email marketing campaigns, integrated with Google Analytics, make this possible—and easier to do than ever before. Read the rest of this entry »
Search marketing can be a confusing and misunderstood marketing tactic for businesses. Many have heard of the term but aren’t sure what it means; others have an idea of what it’s about but need to know how to get started. Read the rest of this entry »
There are seven problems I find so rampant in B2B companies that I suspect they are infectious—passed along as marketing people switch companies or work with contagious agencies. Read the rest of this entry »
Lurkers Needed. Apply within. Have you ever seen an ad like that? No one invites lurkers to a job interview, to a party, or to a blog. Most bloggers want you to participate, to take something away certainly, and to give something back. Read the rest of this entry »
An effective online content strategy, artfully executed, drives action. Organizations that use online content well have a clearly defined goal—to sell products, generate leads, or get people to join a community, vote, or donate money—and they deploy a content strategy that directly contributes to reaching that goal. Read the rest of this entry »
In 1994, Philips launched “EarthLight,” an energy-efficient compact fluorescent light (CFL) bulb with a clumsy shape that was incompatible with most conventional lamps; it had a confusing package—and a $15 price tag compared with 75 cents for the incandescent bulbs. Sales languished. Read the rest of this entry »
Customer references have always been key ingredient in successful selling and marketing. Nothing differentiates you from the competition as effectively as strong customer references, and nothing but first-hand experience provides better evidence of your claims about what your company delivers.
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I hesitate to single out a handful of “must-have” words for your Web site. It brings to mind the overblown promises of “power words” and the like. “Power words” strike me as being about as useful as “power naps” and “power lunches.” Heavy on hype and light on content. Read the rest of this entry »
Anything you can do in the real world (RW) you can do in virtual worlds (VWs), only more. Numerous separate and independent VWs exist where consumer and business-to-business marketing opportunities lie dormant and underdeveloped. But marketers can now establish a dynamic presence in VWs that can position them for the new and future internet (Web 2.0 and beyond) made up of parallel and eventually integrated social networks and virtual worlds.
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