Marketers responsible for lead generation are all too familiar with some common challenges—getting closed-loop feedback from the sales organization, measuring marketing effectiveness beyond just lead quantity and cost per lead, and building strong alignment with the sales organization. As presented in the MarketingProfs' research report, "B-to-B Lead Generation: Marketing ROI and ... more

Rohit Bhargava is a well-respected marketer and blogger and frequent speaker at conferences, including the upcoming MarketingProfs Digital Marketing Mixer. Here, he shares advice on how to get the most from the conference experience and discusses where social media is headed, as well as how businesses can make the most ... more

Although more than 80% of high-tech marketers say they have a lead-nurturing strategy, 64% say their strategy needs improvement, according to a February 2008 survey by TeleNet Marketing Solutions. As for which areas of overall lead-generation strategy tech marketers would like to improve in the next year, nurturing of long-term leads ... more

When the current POTUS is the villain of your book, it doesn't matter that you're a best-selling author... because the mainstream media will find it too hot to touch. So what do you do? You go to the Web. more

The vast red and blue oceans of the marketing world tsunamied into our awareness and vocabulary a few years ago, when two professors, W. Chan Kim and Renée Mauborgne, claimed that competition can be rendered irrelevant. Their book, Blue Ocean Strategy, heralded the news to marketing managers and CEOs all over ... more

Is your company guilty of throwing dollars at campaigns to increase Web traffic, only to turn around and squander sales opportunities due to poor telephone and email handling? Make sure that your telephone system isn't preventing prospects from reaching out and touching someone at your company. As soon as you finish ... more

Businesses today are hunkering down. With consumers clutching their wallets more tightly, companies are scrutinizing every budget item in an effort to maintain profitability even as revenues are flat and costs rise. And with marketing commonly viewed as a discretionary spend, it is one of the likeliest victims of the ax. more

Digium created a Web-based video that covered all the essential points of in-person presentations, but in a format more easily accessible to all of its sales outlets. The results: a more efficient sales process and an effective press tool. more

According to a recent white paper from Pontiflex, online lead generation grew 71% in the 2006-2007 timeframe, more than twice as fast as the online ad market. But conducting a good campaign can present "publishers, advertisers and advertising agencies with serious difficulties," says Zephrin Lasker. He offers four tips to "make ... more

Now that we know that 85% of B2B customers use the Internet at some point during the buying process, why is it that so many business executives still contend that online marketing "doesn't work" for businesses with enterprise solutions or complex sales cycles? more

In post at the Neuromarketing blog, Roger Dooley says, "U.S. consumers have been conditioned to believe that proper wine comes in a 750ml glass bottle with a natural cork. Artificial corks and screw cap closures are suspect, to say the least. And box wines are traditionally suited only for penniless ... more

Imagine you're Alissa Bayer—owner of the upscale milk + honey day spa in Austin, Texas—and a client has directed you to the Church of the Customer Blog, where a post by Jackie Huba takes your business to task for selling gift certificates with a $1.50 "handling fee." You scan through ... more

Comedians used to make jokes about cities with a Starbucks on every corner. It seemed ridiculous at first, but we've gotten so used to their ubiquity that the closure of 600 stores came as a surprise to many customers. And in a post at Harvard Business Online, John Quelch argues ... more

When the economy gets tight, customers can take forever to reach a buying decision. So, managers think up incentives that will encourage the customer to buy. Whatever lure you use should inspire the prospective customer to edge a little closer to a purchase, which is sometimes easier said than done. more

Earlier this year, when online travel publisher Tripmela was in startup mode, CEO Jared Blank determined that he needed to achieve a $1.50 cost per acquisition if he was going to lead this fledgling to profitability. Here's how he did it. more

Do you want to record a video message for on-demand access? Do you want to do live video from a conference? Or do you have completely different objectives? For marketers who want to put video communication to good use, the key is finding the right tools. Here's a great place to ... more

Does an economic slowdown necessarily mean that business-to-business marketers have to find even more ways to do more with less? Or can a downturn create opportunity for smart marketers to grow and thrive? more

Bringing a new product to market is one of the most costly and risky activities that any GM faces. Voice-of-the-customer research and stage gate reviews have improved the odds of achieving success. But do they go far enough? Three important tasks are frequently overlooked even though they offer the ability to identify ... more

You can improve lead-capture and sales-conversion rates by directing your prospective customers to special Web site landing pages. But you can enjoy even greater success by expanding your landing pages—turning them into microsites—and customizing the home pages and navigation menus of those microsites. more

You have a snazzy new product and need marketing collateral to show it off. You want to rally your sales force around it, and at the same time excite the retailers who'll carry it. Print won't do. But digital will. more

While most people think of public relations as media relations, there are times when either you can't reach your audience through print, broadcast or the Internet, or you need to supplement your media program. That's when you need to think about face-to-face marketing—placing clients directly in front of targeted audiences ... more

B2B sales happen over a period of several months as trust builds between the prospect and the seller. Webinars may be used not just to bring new leads in the door but also to move existing leads through the pipeline to a final contract. Rather than a one-hit approach, you need ... more

Long-term, lifecycle emails train a customer into becoming a better one, and they enhance the relationship between customer and company. It's sometimes hard to sell to the finance group that lifecycle emails work. And now, with trends going toward social networks and word-of-mouth networking, how do lifecycle emails compete? Here are three ... more

This past spring, Mad Mimi's marketing challenge was to create a big splash in the crowded pool of email marketing providers. With no ad budget, the company reached out virally to certain segments of the tech community, including bloggers. The result: a grassroots-driven awareness, positive buzz, and some 300 new ... more

What's this new buzzword "TransPromo" all about? The term is heard more and more frequently in industry circles today, at conferences, trade shows, and even in boardrooms. So just what is TransPromo? more