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One of the critical parts of generating a large number of quality referrals is, of course, getting quality referrals, as opposed to just getting names and phone numbers. You can assure yourself of getting quality referrals if you take the time to learn who your client knows prior to asking for referrals. If you know who your client knows, or probably knows, you can suggest potential referrals to your client.

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Lemonade is refreshing, particularly on a hot day. With a little sugar and a lot of squeezing, sour lemons are transformed into a nice, healthy source of sustenance. Similarly, profitable customer loyalty can be a healthy source of sustenance for brand equity and a powerhouse on hot days of competition. But how about squeezing the lemons, or acting on the less-attractive feedback from customers, to transform ambivalent and at-risk customers into a reliable source of profit?

CONTENT TYPE: Article | TOPIC: Social Media Marketing

Gartner recently predicted a drop off in Second Life hype, followed by a stablization and eventual trend toward sustainable growth in this burgeoning metaverse. Meanwhile, bloggers and other social media sorts have been debating whether Second Life is so... well, 2006. Greg Verdino admits that he might have contributed to some extent to the "outing" of Second Life. Here, the refreshingly honest Greg offers a balanced view of the opportunities and the risks of doing business in Second Life.

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Practicing these eight simple strategies will help reduce your quarterly revenues, delay deals, and consume resources foolishly. But making a few changes may move you from being a "victim of momentum" to achieving your numbers predictably.

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There are a number of questions marketers should explore when creating and nurturing an online branded community.

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What does Mickey Mouse have to do with higher education? Several administrators from St. Edward's University found themselves pondering that unusual question several years ago as they filed into a classroom at the Disney Institute. They came to Orlando, with a tinge of skepticism, to attend a business seminar on applying the Disney model of customer service to colleges and universities.

CONTENT TYPE: Article | TOPIC: Writing

CONTENT TYPE: Article | TOPIC: Social Media Marketing

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Microsoft's PowerPoint long ago became one of the most popular tools for business presentations. That's likely because of its efficiency and simplicity. But what about cases when PowerPoint's resources are not enough to deliver on the goals of communication?

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The cardinal rule in MySpace is the same one as in the blogosphere: Keep it real. Before you leap in to MySpace as a marketer, you'd best understand it. Because if you don't, the MySpace community can turn on you the moment you make your first misstep. Just like bloggers can (many MySpace users are bloggers, too, since MySpace supports blogging within its platform).

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You can't judge a job by its title. Whatever your background, if you're trying to move into a new area you can get potential employers' attention. Job titles and job experience can be transferred from one job to another. It's all in how you present yourself.

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Think of personas—customer archetypes—as "stand-ins" representing the needs, goals, and personal characteristics of various groups of your customers. They are invaluable for giving salespeople insight into the behaviors, expectations, and motivations of users and buyers in the buying process.

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Startup and emerging independent software vendors (ISVs) in the current market landscape are confronted with an asymmetric playing field that is fast defining the ground rules for marketing strategy development. The 21st century software industry is superpower-dominated, and today's software marketers must plan for success in the midst of software giants.

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Chief Content Officer Ann Handley takes a look back at the blogging year that was for the MarketingProfs Daily Fix blog—and the lessons learned from launching a group blog for marketers. If you're thinking of starting your own blog, or if you're just curious about what it takes, take a gander.

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There are many challenges in leading a winning sales team, but research has identified 3 key challenges that sales managers most commonly face. How are you currently approaching these situations? Are you getting the results you are looking for?

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What does it mean to truly be marketing-led organization? And what does it take to understand the consequences in implementing this dramatic shift in strategy and culture?

CONTENT TYPE: Article | TOPIC: Writing

Writing a compelling story is the inner game of marketing and is often the exclusive realm of your creative agencies. The client scowls during the presentation, asks if the logo could be bigger, and then picks the execution they think is the funniest. This symbiotic relationship holds up pretty well unless a client-side marketer sneaks behind the curtain for a look. Which the author did.