Summary:
Apps for the iPhone have generated considerable buzz in the consumer world, but do they have a place in a B2B marketing strategy? The answer depends on several key factors, including the nature of your audience and the functionality you can provide through an app.
We asked a marketer from a large law firm to share details from their recent experience developing an iPhone app. Read on for six key questions that will determine whether the approach is right for you, and how you can manage the process. continue...
Summary:
Potential customers want to hear how you can solve their problems in simple, understandable language -- not empty marketing clichés. Social media can help teach you that language.
Read why marketing strategist David Meerman Scott thinks phrases such as “robust” and “mission critical” can do more harm than good to your marketing, and how you can use social media to move past them. continue...
Summary:
There is often reluctance to fix a machine that’s not broken. But when the machine is wasteful, minor tweaks can bring greater efficiency without sacrificing performance.
See how a menswear retailer brought their catalog circulation issues under control, realized huge savings, and invested in customer acquisition. Includes six lessons from their experiences. continue...
Summary:
The biggest hurdle in creating a strong company blog is the time and effort it takes to maintain a steady stream of high-quality posts. Outsourcing some blog writing remains an option for time-constrained marketers.
Before you hand over writing duties to a third party, read these tips for finding good writers, managing relationships and avoiding missteps. continue...
Summary:
Asking someone to explain why they made a decision often evokes a rational, reasoned reply. The person may completely believe their answer – but they might be completely wrong.
Read how a behavioral economics professor from Duke University has uncovered the irrational nature of many decisions -- and how to apply these behavioral trends to your marketing. Among his insights: Focus groups are bunk. continue...
Summary:
A case of the flu kept Pam O'Neal, VP Marketing, BreakingPoint Systems, from delivering her talk on lead generation through email and social media at last week’s Email Marketing Summit. So we caught up with her this week to learn how her team combined the two channels to create a powerful engine for inbound leads.
Read the eight essential tactics that have helped BreakingPoint triple its revenues in each of the last two years. Includes advice on:
o Coordinating a strategy with the sales team
o Establishing a social media presence
o Creating and distributing content
o Nurturing leads with drip email campaigns continue...
Summary:
The traditional marketing funnel is broken, says Joseph Jaffe, marketing consultant and author. Its emphasis on customer acquisition means marketers spend most of their time looking for new customers rather than nurturing the ones they already have.
Changing this marketing paradigm is the call-to-arms of Jaffe’s latest marketing book, “Flip the Funnel,” which officially launched with a keynote presentation at MarketingSherpa’s Email Summit in Miami last week. We sat down with him for an interview following his speech to learn more, and to outline five key strategies for changing your company’s marketing focus. continue...
Summary:
If your goals for the New Year include becoming a more persuasive marketer and team leader, we’ve got the tools that can help.
In this classic interview from our archives, we talked to a renowned expert on the science of influence and compiled excerpts from his books to demonstrate ways to make people say "yes" to your messaging and management. Includes links to scientific studies and takeaways to use at work or home. continue...
Summary:
Consumer use of advanced mobile technologies is on the rise, and marketers need to understand this behavior to develop their mobile marketing strategies.
See the data that an analyst says are driving four key trends in the mobile sector. We highlight age-specific statistics on mobile social networking, smartphone usage, SMS adoption, and offer tips on what those numbers mean for your 2010 mobile marketing plans. continue...
Summary:
Marketers have a wealth of data in their email and CRM systems that can take the guesswork out of creating email campaigns and newsletters that resonate with subscribers. The key is identifying segments of your database and customizing email messages according to their preferences.
We interviewed a marketer to learn how his teams have mined data to produce customized email messages that improve subscriber engagement. Includes tips on:
o Personalization tactics
o Writing for prospects vs. customers
o Using dynamic content
o Testing segmentation by industry vs. job description continue...
