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by Kimberly Smith
How does an SMB owner run a business day to day, do his/her own marketing and promotion, and make sure the biz keeps going and growing? Just maybe, SEO+Sex=Success!
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by Kimberly Smith
How can you confront today's economic headwinds? See how IBM avoided a looming disaster and reached safe harbor with the help of customers and partners.
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by Kimberly Smith
So maybe your organization hasn't had a stellar year. (Really, how many have?) But you still have fans. How can you reach out, in a more personal way, to keep the customers you have?
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by Kimberly Smith
How Jelly Belly earned double-digit growth in Web traffic, conversions, and sales. (And you can, too.)
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by Kimberly Smith
Forget the norms. For Cisco Systems, reinvigorating its security line and authenticating its leadership spot meant something truly heroic.
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by Kimberly Smith
To differentiate itself in a crowded consumer-electronics market, Sony Electronics leveraged a bond—James Bond—with sister company Sony Pictures. A Bond-themed interactive game and sweepstakes resulted in 45,000 clickthroughs to product pages—and a 12-15% increase in sales of those products.
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by Kimberly Smith
Supply-chain software provider Kinaxis needed to reel in more customers, so it created a comedy video series, which soon became its most popular online content. The videos drew record site traffic and conversions, as well as doubling RSS subscriptions to the company blog within the first month.
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by Kimberly Smith
At a fraction of the cost of traditional media, 3M Canada not only generated immediate sales and new excitement around its Scotch Tape brand but also gathered invaluable intelligence about its target market and forged long-term relationships with consumers.
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by Kimberly Smith
Boston College had just two weeks to inspire alumni and fans to make a last-minute trip to Florida after the school's football team secured its first conference title game. An enticing voice-marketing campaign quickly generated 5,000 ticket sales, netting $200,000.
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by Kimberly Smith
Small businesses need all the TLC they can get. Billing and invoicing online-solution provider FreshBooks knows that better than most. Its customer-centric focus is so fresh and refreshing, word-of-mouth has spread far and wide—and helped grow its user base 150%.
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by Kimberly Smith
Twitter isn't the first tool that comes to mind in the B2B marketing toolbox. But COOP Ale Works deftly used it to generate buzz among potential consumers of its specialty brews—creating a level of demand that retail establishments, such as bars, couldn't ignore.
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by Kimberly Smith
For IT company CenterBeam, sales is indeed a numbers game, but not in the traditional sense. Rather than trying to engage as many leads as possible, the company's sales force instead nurtures a smaller quantity of well-qualified prospects.
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by Kimberly Smith
While automotive dealers struggle to survive, Mike Miller Hyundai has reached out to customers via voice marketing, at a fraction of the cost of direct mail. Now: service bays are filled, and customer retention is significantly higher.
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by Kimberly Smith
In tough economic times, one company set out to care for its people in a unique way. Toshiba America Medical Systems efforts to align and nurture its sales team means the team is now on track to exceed sales goals.
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by Kimberly Smith
K9 Cuisine helped fill a void created by the pet-food crisis of 2007. Since then, its annual sales have reached $2.5 million, and it expects to double that in the next 8-10 months. How? With the help of social media.
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by Kimberly Smith
Hewlett-Packard simply handed over a $5,000+ computer prize package to each of 31 bloggers, asking them to give away the prizes to their readers in any way they saw fit. HP trusted the bloggers' influence over the market it wanted to reach—and had faith in their creativity. Turned out, that ...
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by Kimberly Smith
Wiggly Wigglers is a natural-gardening retail company set in the countryside between England and Wales. Its products are not high-tech, but its marketing certainly is. Here's how the company abandoned traditional marketing and instead took up a podcast, a blog, a wiki, and more... and then reaped the results.
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by Kimberly Smith
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.
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by Kimberly Smith
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.
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by Kimberly Smith
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.
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by Nettie Hartsock
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.
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by Nettie Hartsock
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 ...
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by Nettie Hartsock
Last spring, telecom player Tellabs launched its "Get Schooled" video-podcast series as both a way to communicate with customers as well as showcase the depth and breadth of its offerings. Get Schooled did that and more... generating tens of thousands of views, landing a coveted interview, and garnering an industry ...
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by Nettie Hartsock
Five years ago, Sydney's Closet sold only plus-size prom dresses. Since then, however, the company has significantly expanded its lines, and it sought to segment its customers to help deliver content and offers that would be specific to their interests and needs. Here's its approach.
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by Kimberly Smith
When it chose to enter the saturated inkjet market 20 years late, Eastman Kodak had a few surprises up its sleeve. Still, the company found it also needed a little marketing ingenuity if it was to gain market share.
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To differentiate itself in a crowded consumer-electronics market, Sony Electronics leveraged a bond—James Bond—with sister company Sony Pictures. A Bond-themed interactive game and sweepstakes resulted in 45,000 clickthroughs to product pages—and a 12-15% increase in sales of those products. more
Supply-chain software provider Kinaxis needed to reel in more customers, so it created a comedy video series, which soon became its most popular online content. The videos drew record site traffic and conversions, as well as doubling RSS subscriptions to the company blog within the first month. more
Hewlett-Packard simply handed over a $5,000+ computer prize package to each of 31 bloggers, asking them to give away the prizes to their readers in any way they saw fit. HP trusted the bloggers' influence over the market it wanted to reach—and had faith in their creativity. Turned out, that ... more
Wiggly Wigglers is a natural-gardening retail company set in the countryside between England and Wales. Its products are not high-tech, but its marketing certainly is. Here's how the company abandoned traditional marketing and instead took up a podcast, a blog, a wiki, and more... and then reaped the results. more
