Search Our Marketing Resources

CONTENT TYPE: Article | TOPIC: None

The Hispanic market seems to be the only one still flourishing these days in the face of economic doom and gloom. Foreign-born Hispanics in the US have been historically unaffected by economic downturns. Why? And how can you tap the market effectively?

CONTENT TYPE: Article | TOPIC: None

As communications experts, we should find it easy to convey the value of our services to the business managers in our organizations. Yet many public relations professionals struggle with expressing results in a way that allows senior executives to easily recognize the impact that PR has on the success of the business.

CONTENT TYPE: Article | TOPIC: None

Sometimes doing a little more for your email subscribers can make a huge difference. Tafford Uniforms of North Wales, Pa., faced a challenge to engage email subscribers because of two common but seemingly incongruent realities.

CONTENT TYPE: Article | TOPIC: None

It's a challenge faced by hundreds of small companies: how to get the CXO of a Fortune 1000 company to consider its product. One effective strategy that helped get companies such as Citrix and VMware off the ground is to align closely with a major partner. Building a strong channel, even with just one or two partners, can be much more effective and easier to leverage than trying to develop your own sales team and customer relationships. The following five tips can help B2B companies maintain strong channel partnerships.

CONTENT TYPE: Article | TOPIC: None

How much do you know about your customers right now, at this moment? A lot of companies can show you composite profiles that describe their target customers, including job titles, needs, obligations, and goals. No doubt about it: It's important to know those things. But relying solely on such information to connect with customers is like trying to strike up a conversation with a cardboard cutout. It just isn't enough.

CONTENT TYPE: Article | TOPIC: None

Here are 10 essentials of software-as-a-service (SaaS) solution marketing.

CONTENT TYPE: Article | TOPIC: None

Contextual ads, whether delivered by Google, Yahoo, or any other company, are not standalone ads in the way that a newspaper classified ad is. In fact, your pay-per-click ad is simply the connector between a desired keyword or phrase and a destination landing page. So while you may have some wonderful things to say about your products or services, your PPC ad is not the place to try to cram your latest sales message into 95 characters.

CONTENT TYPE: Article | TOPIC: None

There are five keys to making a relevance-centered approach a reality in your direct digital marketing programs(such as email, websites, mobile, and so on).

CONTENT TYPE: Article | TOPIC: None

As marketers, we are all looking to reach "nirvana": targeting the right person with the right message at the right time. It's the clear path to driving conversion rates that exceed expectations. The days of blasting promotion messages to all are dead and gone. The conversation has changed. We must put ourselves in customers' shoes and target them individually as best we can through data-driven strategies.

CONTENT TYPE: Article | TOPIC: None

It might sound counter-intuitive, but "sweating the small stuff" is actually a recipe for success. In fact, it can be one of best weapons in your business arsenal.

CONTENT TYPE: Article | TOPIC: None

How do you know whether your lead-generation program is working and delivering a good ROI for the company? You may be doing some lead tracking to understand conversion rates and customer profitability, which is great. But the sales team will inevitably let Marketing know that (1) Marketing was just a small step in closing the sale so the sales team deserves the credit; (2) the sales team would have found and closed those leads anyway, so there is no incremental value; or (3) the leads are fine, but there is just never enough. We need reliable measurements to both prove and improve our marketing effectiveness.

CONTENT TYPE: Article | TOPIC: None

Search queries, the exact word or phrases a person types, are a vital clue into the objectives of the searcher and how valuable that person is to your business. Is each searcher relevant to you? Are all the search queries equally valuable? Can you write a single text ad that matches the intent of each of those queries and inspires searchers to click and convert? The answer, likely, is no. Yet, search queries don't play as prominent a role in paid-search management as they should, especially with Broad-match and Phrase-match campaigns.

CONTENT TYPE: Article | TOPIC: None

Have you heard this one? "All the research shows that companies that spend on marketing during a recession come out ahead of the competition as the economy rebounds." It's a catchy buzz phrase—and if people believe it, even better. But here's the thing: What research, exactly?