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by Laurie Lande
Makana Solutions needed an inexpensive way to reach the elusive small business market. Rather than chase small businesses, it hired an online "inbound marketing system" to help small businesses find Makana. The results: Web site traffic climbed 75%, and sales leads have doubled.
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by Jeff Hassemer
Much is being said these days about how marketing effectiveness can be increased by targeting customers with the right message at the right time based on customer behaviors and buying patterns.
However, many companies have not been able to evolve past text-based confirmation messages.
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by Sherri Leopard
Technology marketers have spent decades trying to connect with CIOs. And in an environment where technology is fueling innovation, yet investment capital remains tight, reaching CIOs has never been more important (or more difficult). Here are five proven approaches.
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by Kimberly Smith
For personalized gifts retailer Personal Solutions, matching up complementary items for a monthly catalog was one thing. Manually serving up suitable recommendations and keeping up with seasonal inventories for real time online sales without an automated process was another.
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by Kimberly Snyder
The ability to move, motivate, and entice consumers within the confines of their inbox is not an easy task. Too often, marketers overlook the tools available to attract and draw customers to open their messages.
The inbox is a competitive arena in which you must fight for your open. The battle ...
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by Laurie Lande
In late 2006, Dollar's business was slowing at New York's LaGuardia airport. With some outside help, the local marketing manager developed an email survey, then used the answers to pinpoint Dollar's weaknesses. The resulting efficiencies helped Dollar grow its parking-related business by 24%.
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by Karen Talavera
In this second of our three-part series on the six Cs of permission email marketing, we continue to define the permission fundamentals by examining the third and fourth dimensions of permission: Clarity and Confidence.
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by Laurie Lande
By hiring an outside expert in lead optimization and leveraging its full range of data, San Francisco-based Objectivity increased turnout for its webinars an average of 10%. The quality of the leads is high as well: More than 30% of the leads typically score high enough to be handed off ...
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by Josh Nason
For email marketers, dealing with the small business owner can be an ongoing challenge. There are typically three main obstacles to introducing email marketing to a small businesses.
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by Jeremiah Owyang
Sadly, the value of most conference panels is questionable, due mostly to the lack of effective moderation. But done well, a panel can be enlightening and instructive and can serve the needs of the audience (and the speakers) equally well. In other words: Yes, there is a right way to ...
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by Reggie Brady
Most marketers have email addresses for less than half their customers and prospects. If this is the case for your company, it might make sense to explore email appending.
Let's first look at the process, and then we'll examine how one publisher implemented its communication plan.
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by Glenn Gow
Are we in a recession, or poised to enter one? Maybe, maybe not. However, let's assume that the US economy will be in a recession and that as marketers we need to work within that reality. Here are five tips for what you can do to market your products or ...
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by Kimberly Smith
Tracleer won approval in 2001 as the first oral treatment for pulmonary arterial hypertension, an illness difficult for patients to grasp. Tracleer helps patients control the symptoms, but it has drawbacks. Faced with high patient-dropout rates early on in treatment, the drug's maker needed to change patient perceptions.
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by Stephanie Miller
Email can be a great call to action for multichannel customers, particularly in retail but also in B2B marketing.
We all know that email can play a powerful role in turning Web researchers and site browsers into buyers. In fact, more and more of our retailer clients are building a specific ...
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by Laurie Lande
A developer/distributor of 1,000+ videogames found it overwhelming to keep track of its digital marketing collateral for the huge inventory. A new digital-asset management system was the first step in solving the problem; the second was getting geographically dispersed staffers to use it.
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by Jennifer Natsu
Kimpton Hotels had successfully created a loyalty program, but its email program was lagging. By implementing an email strategy that focused on segmentation and targeting individual preferences, and by adding a corporate branding strategy, the company increased email bookings fivefold.
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by David Finkel, Diane Kennedy
Here are the 10 biggest business blunders, and advice on how you can avoid them sinking you (and your company).
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by Kathy Rizzo
Whether you are campaigning to gain budget approval to implement your nurturing strategy or need to illustrate ROI for an existing nurturing program (or you are just trying to evaluate your current tactics) effective measurement of your nurturing program is critical.
Outlined below are five steps to measure your nurturing initiative ...
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by Jennifer Natsu
Business for Blooms Today boomed around Mother's Day and Valentine's Day. But the company needed a way to drive sales during non-peak times. Via a new email strategy, it increased non-seasonal sales—as well as open and clickthrough rates—and grew its email list 40% in just over a year.
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by Kimberly Smith
Cognos held some 10 conferences annually for its customers and prospects. When the software provider tried a single 3-D virtual conference, it reached more active visitors than the 10 conferences combined.
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by Brian Carroll
Podcasting can give your company a new image and personality. And, increasingly, podcasting offers the promise of being another highly effective way to reach and develop potential customers.
That's only if you can produce compelling, "buzz-worthy" content, of course.
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by Jordan Ayan
Are dead email addresses haunting your open and click-through rates? If once-active recipients have stopped opening your emails, are no longer actively reading your messages, or aren't clicking on email links, those recipients are no longer in the land of the living. In the spirit of Halloween, here's some advice ...
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by Marla Blair
Office furniture dealer Panel Systems Unlimited found its sales lagging during an economic recession, and knew that it had to act quickly to position itself for the inevitable recovery. Partnering with Medium Blue Search Engine Marketing, it focused on upping its search engine exposure. The result: sales tripled.
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by Laura Patterson
Without metrics to track performance, marketing and business plans are ineffective.
For marketers, three primary metrics stand out as a starting point for tracking their performance. Once companies are aware of their competitive position, their desired outcomes, and what it will take to achieve those outcomes, companies will be better able ...
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