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Film festivals have become the prime venue where independent filmmakers launch their works to the public. Festivals offer an excellent place to build buzz about your film, find distribution deals, network, get press coverage, and experience an audience for your movie. Despite the importance of film festivals, most independent filmmakers have not really considered how best to market themselves to these venues.

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Does an economic slowdown necessarily mean that business-to-business marketers have to find even more ways to do more with less? Or can a downturn create opportunity for smart marketers to grow and thrive?

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Bringing a new product to market is one of the most costly and risky activities that any GM faces. Voice-of-the-customer research and stage gate reviews have improved the odds of achieving success. But do they go far enough? Three important tasks are frequently overlooked even though they offer the ability to identify weak links early on. So, how can you overcome the odds? Arm your team with a three-step commercialization insurance policy designed to identify and assess risks.

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Recipients of unwanted email messages have found a new way to unsubscribe from lists: Hit the Spam button. Major Internet service providers are now (or will soon be) using feedback loops to communicate complaints back to the message sender. What does this mean to email marketers? It means they need to rethink the way they display their unsubscribe link, especially if they are sending to a questionable list or are starting to receive complaints.

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Blended search, also known as universal search, is starting to change the way searchers see search results—and consequently, the way search marketers and Web site owners approach search marketing.

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This is a tale of flimflam and a unique way that Boar's Head is battling it. Given the power of word-of-mouth, it's hard to overlook the potential of how Boar's Head is empowering its customer base. (And see how you can, too.)

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Integrating your email marketing application and your internal databases will take time and planning. Start by selecting an email marketing application along with an open CRM application. In doing so, you will increase efficiency and ROI by bringing these powerful tools together.

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You can improve lead-capture and sales-conversion rates by directing your prospective customers to special Web site landing pages. But you can enjoy even greater success by expanding your landing pages—turning them into microsites—and customizing the home pages and navigation menus of those microsites.

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More than 90% of journalists go online to find story ideas, with 73% specifically researching press releases. With Really Simple Syndication (RSS) and free automatic email alerts from Google News so readily available, it makes sense that the Web is a prime source of consistently updated information for busy journalists. So how can your organization capitalize on these trends?

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While most people think of public relations as media relations, there are times when either you can't reach your audience through print, broadcast or the Internet, or you need to supplement your media program. That's when you need to think about face-to-face marketing—placing clients directly in front of targeted audiences through informational events structured around their interests. This strategy works well for consumer markets (think cooking demonstrations in grocery stores, hospital-sponsored health fairs, and hotel-sponsored bridal expos). It also works well for B2B companies like construction companies, law firms, or consultancies—businesses that want to showcase the expertise of their management team.

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B2B sales happen over a period of several months as trust builds between the prospect and the seller. Webinars may be used not just to bring new leads in the door but also to move existing leads through the pipeline to a final contract. Rather than a one-hit approach, you need to determine where webinars fit into the overall sales cycle.

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What does "best practices" in Marketing Operations look like, and how do industry-leading companies operate and integrate this highly valuable function? Marketing Operations Partners recently polled more than 80 marketing leaders to find out.

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Long-term, lifecycle emails train a customer into becoming a better one, and they enhance the relationship between customer and company. It's sometimes hard to sell to the finance group that lifecycle emails work. And now, with trends going toward social networks and word-of-mouth networking, how do lifecycle emails compete? Here are three techniques you can use effectively to fight the good fight.

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What's this new buzzword "TransPromo" all about? The term is heard more and more frequently in industry circles today, at conferences, trade shows, and even in boardrooms. So just what is TransPromo?

CONTENT TYPE: Article | TOPIC: Marketing Strategy

The "need" for differentiation is so well accepted, it's considered simplistic to even make the case for differentiation. Why make a case for something everyone already knows? I disagree. Put some further thought in it. Most everything I've read and heard about differentiation is wrong. I suspect the same is true for you.

CONTENT TYPE: Article | TOPIC: Writing

All email marketing managers search for ways to grow their subscription files, and many options and opportunities exist to grow subscription files organically. Unfortunately, some email marketers still rely on purchasing permission-based lists as a means to increase their email file. By doing so, however, they settle for a quick fix that really does not result in a stable, viable, and cost-effective file. The saying "Good things come to those who wait" applies to smart email marketing managers who appreciate the logic and process of growing their subscription file organically, over time, with well-developed marketing efforts.

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There are countless ways to get into the game with Social Media. Check out these few sample Social Media tools and see how they can be used effectively and efficiently.

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In his last article, the author defined multivariate testing and how it can optimize your Web marketing, as well as five common errors to avoid. Now, he looks at what to measure in your tests and how to define your criteria for success. Before you start formulating a test hypothesis, or begin running your tests, the first and most important step is to ensure that you have clearly defined objectives for your Web site. You'll want to examine your marketing goals in order to determine the appropriate success factors that all of your organization's stakeholders can agree upon. Let's start with typical measurable Web site goals.

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Launching new products, services, or segments is the lifeblood of growth for most organizations. Yet, despite its importance, the launch process is often mishandled or assigned inadequate resources. Many of the mistakes that companies make are basic—yet frighteningly frequent and consistent across various types of businesses and industries. Here are six common fault lines in the launch process that very company should look out for.

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Today, leads flow to Marketing from ever-increasing online sources—email campaigns, the company Web site, Google AdWords and Google searches, webinars, online advertising, blogs, and virtual trade shows—as well as from traditional marketing activities. The sheer volume of leads, or "suspects," can be overwhelming. How does Marketing prioritize all these suspects?