Marketing

Email management: nurturing or blowing up your brand, one customer at a time.

Tue, 04/10/2012 - 00:04 — Scott Hornstein

Companies stand united under the flag of CRM, saluting it as the righteous way to profitability. Many, however, apply it with a broad brush, actively undercutting their potential return. Here’s what I mean.

State of the Market - A Survey for Marketing and Demand Gen Consultants

Thu, 03/29/2012 - 03:32 — Lauren Carlson

My company, Software Advice, is a free online resource for marketing automation software buyers. We literally spend over 10 hours a day talking to software buyers on the phone, helping them sort through the thousands of systems on the market to identify a short list. After we help them decide on what systems to research, the vendors take over and our job is basically done. However, many customers that we speak with are not only looking to buy software, but also for some additional help along the way.

7-Step Process for Maximizing Webinar Registration, Attendance and Yield

Sun, 03/11/2012 - 19:34 — Scott Hornstein

Webinars serve a dual purpose: to educate or impart specific value; to further the customer conversation, and, as a by-product, generate high-quality leads.

CRM Implementation: Which Deployment Is Best For You?

Mon, 02/20/2012 - 22:31 — Lauren Carlson

One the reasons the world of enterprise software is so interesting is that it is continually evolving. This quote from Box.com CEO Aaron Levie communicates this point quite eloquently: “Almost everything about this category—from how software is built to who’s buying it—is undergoing massive change, and many longstanding assumptions no longer apply.”

CASE HISTORY: IBM Software Premier Club. Generating $310 million in incremental revenue through preference management.

Sun, 01/08/2012 - 08:15 — Scott Hornstein

CASE STUDY OVERVIEW

The IBM Software Premier Club is a relationship direct marketing initiative targeted toward senior software decision makers and influencers in IBM’s largest accounts worldwide. The program regularly communicates with 21,000 members in 49 countries and in 13 languages. Members represent over 90% of IBM’s software revenue.

What Does Your Calling Card Say About You?

Wed, 12/28/2011 - 10:07 — Jonathan Farrington

Of the four business meetings I have held so far this week, only in one case was the other person able to produce an up to date and informative business card - despite the fact that they were all very senior executives... As I have said on numerous occasions, a common (and often overlooked) image feature for every would-be business professional, is the business or calling card (the summary information about yourself you choose to give to others).

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The Social Viral Marketing Today

Sun, 12/04/2011 - 10:29 — Aina Neva Fiati

Generally speaking, an online item of viral marketing is something that spreads through personal contact, from one person to the next, and the speed at which is spreads is exponential. In the marketing Internet area are viral reports, viral articles, viral videos, even viral blogs and not at last this concept maybe applied to social marketing and Web 2.0 too.

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How To Begin Improving Your Networking Skills

Sun, 11/27/2011 - 10:02 — Jonathan Farrington

Before you even begin to look at engaging seriously in lots of networking effort, it is useful to look at your own temperament or disposition. This is the individual’s internal desire to network and to find value and enjoyment from the whole process of building relationships.

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Direct Mail? Eeew.

Sun, 10/30/2011 - 12:04 — Scott Hornstein

An old proverb says that the eyes are the windows to the soul. Sometimes, when in a marketing discussion I have said the words direct mail, I look into the eyes of the person across from me and I can’t say I like what I see: old, dusty, out-of-date ideas; widespread deforestation; hills of refuse; shame; dinosaurs, a “mailbox” relic. I believe these pre-conceived notions cause us to overlook an opportunity and I’d like to tell you two quick direct mail stories to make my point:

The opportunity under our corporate nose: Results of our 2011 email responsiveness survey

Sat, 10/01/2011 - 16:13 — Scott Hornstein

Call me crazy, but I think the foundation of any relationship is conversation. At a high level, it might be an exchange of ideas. At its simplest, I ask a question and you answer. Seems to me it’s the basis of respect, which I believe is a component of the longevity of the relationship. Yet, when the conversation is between a corporation and a customer who is not in the immediate buy cycle, something goes awry.