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Understanding the CIO
In his article, CIO Tells Us How to Sell to CIOs, Sridhar Ramanathan interviews Walt Thinfen, CIO of Visioneer. This article is a timely reminder about the importance of customer relationships built on an understanding of the customer's world. Especially in this...
Characteristics of Effective Campaign Managers
"I'm looking to hire a campaign manager to oversee our integrated marketing programs. What are the characteristics of the best campaign managers?" I get asked this question a lot. Earlier in my career, I worked as a campaign manager at HP, Sun, and Ariba , so I've...
Launching a Corporate Blog? Follow these Guidelines for Success
We’ve worked with numerous clients who started up a corporate blog due to its many advantages: Expanding brand exposure and awareness. Increasing search engine rankings and driving traffic to the corporate website. Showcasing executives as thought leaders who are...
Learn How to Write Great Headlines
Why are headlines important? The average prospect is exposed to thousands of headlines a day. People simply can’t and won’t read everything. How intriguing and relevant you make your headline determines if the public takes a further look.
Mapping the Marcom Mix to the Lead Funnel
This "best practice" comes from Carol Hague. Carol is an experienced integrated marketing campaign manager and offers a helpful approach to mapping marcom activities and content appropriately to the lead funnel. She and I collaborated on this graphic and share it as...
Don’t Leave the Social Media Starting Gate without It
By "It", here, I mean content. In the sense that marketers and publishers use the word, "content" means (according to Wikipedia) information and experiences that may provide value for an end user/audience in specific contexts. You may think of content as something...
Decline Anticipated in Direct Mail
According to a MarketingSherpa blog post published today by Adam T. Sutton, Gordon Borrell, CEO, of Borrell Associates, Inc., predicts a 38% decrease in spending on direct mail over the next five years. Last year, marketers spent $48 billion on direct mail. Borrell's...
A Multitude of Ways Businesses Can Use Social Media
Social networks are, to oversimplify, just about communication. But, oh, the ways you can use them to communicate! Where to begin? Let's look at some of the many ways businesses are using social media. It isn't all just for marketing, either. Think of the ways your...
Be Findable: Tips on Optimizing Blended Search (SEO)
I had the pleasure of hosting the Northern California BMA eMarketing Roundtable last week in Palo Alto. Dave Lloyd, Search Marketing Manager at Cisco, discussed best practices in optimizing blended (or universal) search. Here are a few key takeaways from Dave's talk:...
Preparing a Great Sales Presentation
If you know the answer to three simple questions, you can prepare a great sales presentation.