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Marketing Articles: Sales

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  • RU Linked in or Left out?
    Heads-up: It's time to take a fresh look at LinkedIn. That's what Diana Huff says in a recent guest post at the Savvy B2B Marketing blog. "In the last year or so, LinkedIn has significantly increased its functionality," she reports, "making the business networking site a great way to gather ... more
  • Take a Deep Breath
    "The business environment is shifting so fast these days that I'm continuously seeing companies jump from one idea to the next in some kind of frenzied attempt to force results to happen on their time line," says Ardath Albee at the Marketing Interactions blog. "If something doesn't work immediately, they ... more
  • Stop Being So Mysterious
    "In email marketing, we seem to tolerate a level of mystery that would not be acceptable in any other channel," says Stephanie Miller in a post at the Daily Fix blog. Take deliverability: You might know, for instance, that you have a "delivered" rate of 95 percent. "This is a ... more
  • Jump-Start Marketing Accountability: Three Ideas for Giving CFOs and CMOs Something Better in Common
    by Kevin Clancy, Peter Krieg
    We're five or so years into the "Era of Accountability," and what do we have to show for it? Is marketing any closer to demonstrating to CEOs and CFOs what they're getting for their money? Are we marketers more comfortable in our own skins, confident of our ability to measure ... more
  • Can We Link Up Sometime?
    What are two of the biggest obstacles companies face in link marketing? Consultant Justilien Gaspard believes they are: (1) developing linkable content, and (2) making people aware of it. In a recent Search Engine Watch article, he offers advice on how to overcome these Big Two and start linking up with hot ... more
  • Get Horizontal
    If you worry that an email with a horizontal (left-to-right) scroll will confuse your subscribers, Dylan Boyd is prepared to disagree. Unless it tests well, he doesn't suggest using this type of scroll as a regular feature, but he does think it can serve as a useful interrupter that spurs engagement. ... more
  • Quiet on the (Twitter) Set!
    Recently, TubeMogul reported that Twitter refers some of the least-fickle viewers to video sites, with tweeties watching videos 36.91 percent longer than those referred by Facebook, and 49.98 percent longer than those referred by Digg. Got dreams of broadcasting live to this eager bunch? Now you can! Ride the statistical wave ... more
  • One Size Fits Nobody
    "In light of the economy, more and more marketers are concerned with late-stage leads," says Karen Landis in a recent post at the My Educated Guess blog. "While many marketers won't discount [newer] leads entirely, they will stop messaging them on the theory that they are too early-on in the ... more
  • 20% of Commercial Emails Not Delivered
    As the global recession grinds on, marketers continue to turn to email marketing to drive sales. But those efforts often confront email-deliverability obstacles: In the US and Canada, more than 20% of commercial email doesn't reach subscribers' inboxes. more
  • Stop Blaming the Recession
    In recent months, argues Lisa Barone in a post at the Outspoken Media blog, we've had a ready and convenient excuse when things don't go our way. It doesn't really matter what the setback might be; the simple act of blurting out "recession" seems to cover a number of professional ... more
  • Avoid Gmail's Black Hole
    In a post at Copyblogger, Sonia Simone reports on a recent study from Return Path that found 23 percent of permission-based email never reaches the inbox of Gmail users. "No, I'm not saying it goes to a junk box," she says. "Most of it doesn't get delivered at all. No ... more
  • Five Essential Strategies for Measuring Marketing Effectiveness
    by Ram Krishnamurthy, Brad Ewald
    To drive response and determine the appropriate marketing mix in this new digital paradigm, marketers must adopt a fresh approach to understand how to influence prospects and customers. By doing so, marketers can maximize marketing spend and generate stronger return on investment. more
  • Brand-Building: The Limits of Engagement
    by Joel Rubinson
    Suppose you learned that most of your brand's buyers are switchers: that only 15% of your customers are highly loyal to your brand and account for maybe half of sales. The harsh reality is that that's a typical pattern for many grocery brands. So how do you build a marketing ... more
  • How to Survive the Tough Times, Personally and Professionally
    by Michael Beck
    There's no one-size-fits-all solution to survival during challenging times. But there are some strategies that will help no matter what situation you and your business are in. more
  • Software Sales: How to Do More With Less
    by Tim Keyes
    "Do more with less." That is the challenge for software marketers today: to get better results from their marketing programs on increasingly smaller budgets. It's important for software marketers to analyze the effectiveness of their programs and determine their return on investment (ROI), because a careful look will reveal that some ... more
  • How's This for Passing the Buck?
    One year ago, Lynda Partner wrote—but did not publish—a blog post that eviscerated a software company for taking liberties with her email address, and then treating her complaint with stunning indifference. "Why publish it now, you ask? This week I got more spam from this same company," she says. "It ... more
  • Stuck in the Middle With SaaS
    Ever since the Web delivered reliable and low-cost connectivity, software as a service (SaaS) has evolved into a formidable business model. Profiting from SaaS, however, continues to challenge the industry. In a post on Chaotic Flow, Joel York writes that SaaS success requires rigorously aligning your business to the underlying ... more
  • Stellar Viral Videos, Pt. II
    Last week, we showed you some cool makeup vids as an example of how viral videos can rack in the mega-bucks. This time, we offer a sample of how a consistent, useful and compelling online video campaign can serve your brand amazingly well. Consider "Will it Blend," a fascinating online ... more
  • Are You Drippy or Loopy?
    Although B2B marketers may use the terms drip marketing and closed-loop marketing interchangeably, they are actually two distinctly different approaches to lead nurturing, says Maria Pergolino in a recent post at the Modern B2B Marketing blog. She offers a breakdown of the differences between the two techniques. Some highlights: A ... more
  • Four Customer-Centricity Best-Practices and Three Customer-Value Metrics for Customer-Relationship Success
    by Laura Patterson
    Changes in the way customers receive and process information via social-networking sites, mobile phones, and the Internet, combined with shrinking margins, deteriorating customer loyalty, and increased demand for marketing accountability, suggest the need for a new approach to customer-centricity. A. G. Lafley, CEO of Proctor & Gamble, signaled this reconfirmation best ... more
  • You CAN Get Satisfaction
    Mick Jagger sang, "I can't get no satisfaction," and that's apparently how many SEM professionals feel about their efforts these days. A recent report from [x+1] found that even though organizations are still investing as much if not more in SEM during this down economy, they have been somewhat unhappy ... more
  • Lessons From a Cardboard Box
    Mark Brownlow of Email Marketing Reports says he learned a thing or two while working in a cardboard-box factory as a teenager. "The first was the importance of proofreading," he says. "There are not a lot of alternative uses for 200,000 boxes advertising ‘Premium banannas.’ " Another lesson was the ... more
  • Stellar Viral Videos, Pt. I
    News flash: mascara is recession-proof! At present, the most popular and recession-resilient videos on YouTube come from the "makeup tutorial" subgenre. Now, don't let those $5 words fool you: this cottage industry is composed of girls barely out of their teens, producing tutorials on everything from applying mascara with a ... more
  • That Is So Last Week
    "How much do you know about your customers right now, at this moment?" asks John Kembel in an article at MarketingProfs. You can't depend solely on the static nature of composite profiles, he argues, when the current downturn has put needs and attitudes in a state of flux. "[Y]ou need ... more
  • Stop Blabbing! I'm Here to Buy.
    At the Red Pill Email blog, John Caldwell presents one of the most common questions he receives from Web marketers: "We get great open rates and lots of clicks, but not very many conversions. Why?" His answer is swift and blunt: Because you're still selling on the landing page. Stop ... more

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