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Today's buyer is in control. This transition means that our sales teams are no longer required as a conduit of information. Industry websites, vendor sites, blogs, social media, and search all make the required information readily available and, by doing so, leave the sales representative out of the room. As a result, it's impossible for the sales rep to read a buyer's physical body language to understand what aspects of a message are of interest and determine whether the prospect wants to move forward. Marketing teams must therefore instead read a buyer's digital body language—his or her Web activities, email responses, search activities, and engagements in events and demos—to understand what messages are working.

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A great-looking email template is important for establishing credibility and brand recognition with readers; but, as the old saying goes, never judge a book by its cover. The same mentality should always be applied to email campaigns. A nice-looking template means nothing if subscribers aren't engaged and interested in what you have to say. The content of your email or newsletter is vital to the success of your campaign. Whether creating awareness, generating sales, or building customer loyalty, it's important to remember what keeps customers coming back for more.

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For every email marketer who has ever heard an executive say, "Email generates revenue, just send more email," this one is for you. Most email marketers care about their subscribers and want to provide a good experience. But sometimes, business demands make it hard to advocate for long-term subscriber value. Men's Wearhouse offers a great solution to this dilemma.

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Part 1 of this article series examined the purpose, definition, and metric associated with win/loss analysis. This final part discusses getting started, questions to include in the discussion, when and how to conduct the analysis, and using the findings

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Companies are realizing that in today's competitive business environment, marketers must go beyond the status quo of a Web site that acts like a brochure if they are to induce user behavior and enter the world of opportunity outside of counting visitors and click-throughs. The trick is to combine both art and science to understand your customers and maximize your marketing mix. While analytics are definitely a starting point, B2B firms need to move beyond that to turn their Web sites into a lead-generation tool.

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Here's a scenario many of us have experienced: The CEO sets the revenue goals in the annual business plan; the plan is handed down; and the business units scramble to make the numbers. Only one thing is wrong: We don't know how the decision was made about what matters. Deciding what matters leads to solid criteria development. Deciding what success looks like will drive what matters. There is a link between what matters in a general sense and what matters to your business unit or organization. Follow these four steps to figure it out.

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Here are five essential areas of any email marketing program that are worth poking around in. Turn over some rocks, and don't hesitate to dump anything you discover underneath that shouldn't be there. In the spirit of spring, let's do some email cleanup.

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As much as we would all like to believe that we're masters of our own destiny, the unfortunate truth in business is that growth stalls. Over the course of a decade, more than half of companies stall... and that's in normal economic times. Given what we're facing now, how should companies respond?

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The need to better align the sales and marketing organizations is generally well known. They are connected through their shared roles in motivating customer-purchase activities and divided by different cultures that concentrate on distinct portions of the customer-purchase funnel. There's no doubt that alignment is good, but what must you ultimately accomplish to drive performance and profitability?