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- 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 ... more
- 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%. more
- 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 ... more
- 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. more
- 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 ... more
- 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. more
- 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 ... more
- 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 ... more
- 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. more
- 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 ... more
- The Experts' Guide to Becoming a Recognized Expert: Get Great Speaking Gigs to Build Your ReputationYour reputation can be greatly enhanced and reinforced by speaking at industry events. This article provides a checklist to help you win valuable speaking gigs. Invest some time in getting on the stage, and it will pay off many times over in helping you build your business. Follow the tips ... more
- In a world that is now fully connected, people and businesses are putting their opinions, observations, insights, thoughts, and capabilities online, via some very helpful tools. Here's what one fictitious small business did to grow its customer base, and reach potential customers worldwide. more
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