2423 Posts Found

The demand to make marketing more accountable becomes more insistent every year. Progress is slow. But marketers expect that market mix models will demystify marketing’s impact. The statistical techniques behind these models have begun to untangle the effects of multiple media and marketing elements in driving sales, but they haven’t totally untied the marketing measurement Gordian knot.

Editor’s Note: contains the results of a survey … [ Read more ]

Content: Article | Author: Jim Nail | Source: Forrester Research | Subject: Marketing / Sales

In the literary world, “good writing” may be notoriously difficult to define. But on the Web, good copy has two clear, easily understood objectives: It elevates your search engine rankings, and it attracts qualified traffic and holds the attention of your prospects and customers.

On the Web, your words carry a lot of weight. Fortunately, you can build verbal muscle, fast.

Following are five tips … [ Read more ]

Content: Article | Author: Jonathan Kranz | Source: MarketingProfs | Subject: Marketing / Sales

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What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies … [ Read more ]

Content: Book | Authors: Scott Bedbury, Stephen Fenichell | Subject: Marketing / Sales

As proud as you may be of your company and your product or service, most customers only care about how well you can help them meet their wants and needs. If you want more of them to buy, your focus has to be on your customer. How do you communicate that to them? With the words you use on your site. Are you talking mostly … [ Read more ]

Content: Online Resource | Source: Future Now | Subjects: Free Stuff / Tools, Marketing / Sales

Aimed at managers, not just marketers, a famed consultant presents a powerful prescription for understanding, building, and sustaining brand equity. Duane Knapp demonstrates, from a management perspective, why “a company’s brand is the most valuable asset it can have.” He shows how the very best practitioners — contemporary household names like Starbucks, Citicorp, Whirlpool, Lexus, Hallmark, and others -shrewdly develop and maintain their brands even … [ Read more ]

Content: Book | Authors: Christopher W. Hart, Duane E. Knapp | Subject: Marketing / Sales

In very real ways, talent is key to both hiring and developing employees. But beware: While selection and development processes may be similar, they actually require quite distinct tools.

Content: Article | Authors: Benson Smith, Tony Rutigliano | Source: Gallup Management Journal | Subjects: Human Resources, Marketing / Sales

Many customer analytic models and segmentation systems provide insight into who should be targeted or what message to deliver; but the models themselves rarely offer an optimum long-term contact strategy. What can you do to attain ongoing and consistent profitability from your customer segments?

Content: Article | Author: Roman Lenzen | Source: DM Review Magazine | Subject: Marketing / Sales

Marketers profit because consumers buy what they want, not what they need. Needs are practical and objective, wants are irrational and subjective. And no matter what you sell-and whether you sell it to businesses or consumers-the path to profitable growth is in satisfying wants, not needs. (Of course, your product must really satisfy those wants, not just pretend to!)

Content: Quotation | Source: CMO Magazine | Subject: Marketing / Sales

Truly great stories succeed because they are able to capture the imagination of large or important audiences.

A great story is true. Not true because it’s factual, but true because it’s consistent and authentic. Consumers are too good at sniffing out inconsistencies for a marketer to get away with a story that’s just slapped on.

Great stories make a promise. They promise fun or money, safety … [ Read more ]

Content: Quotation | Source: CMO Magazine | Subject: Marketing / Sales

It will come as no surprise that customers want it their way. Yet many companies don’t have processes for figuring out what that means.

Take this quiz to assess your customer “IQ” (or “Insight Quotient”) and determine the necessary next steps for shortening your sales cycle.

Content: Article | Author: Barbara Bix | Source: MarketingProfs | Subject: Marketing / Sales

High levels of technical and market uncertainties, rapidly declining prices, collapsing markets, and shortening product life cycles characterize High Tech Marketing. Conventional strategic analysis tools are inadequate for effective analysis in developing high tech marketing strategy. This paper reviews a portfolio of cotemporary strategic analysis tools that have been used effectively in developing high tech marketing strategies and case analyses. These include the Boston Consulting … [ Read more ]

Content: Article | Author: Carmo A. D’Cruz | Source: Xodus Business and Technology Solutions | Subjects: Marketing / Sales, Strategy

Any traditional call center is measured in terms of cost: How long did the customer have to wait? How many calls went through the call center versus using self-service? How long was the average call? The challenge comes when you want to drive revenue out of the contact center. Those metrics get turned on their head. It takes time to sell to a customer. You’re … [ Read more ]

Content: Quotation | Source: CMO Magazine | Subjects: Customer Related, Marketing / Sales

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Here are a number of the key components of an effective sales operations infrastructure. If your company is not tuned up and ready for action, you’ll be left exposed, under-supported or left to waste your precious time on unproductive activities.

Content: Article | Author: Dave Stein | Source: CEO Refresher | Subject: Marketing / Sales

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This content is restricted to site members. Please log in or register

“Valuable, hard-to-find data about demographic trends, marketer spending, Hispanic media and leading Hispanic agencies.” Includes data about top advertisers and brands, leading radio formats and television markets, and demographics.

Content: Article | Source: Advertising Age | Subjects: Demographics, Marketing / Sales

Thanks to technology and other innovations we know far more about our customers than we ever did before, but I would contend that we don’t understand more about our customers than we did 40 years ago. We can put each customer’s order on a microchip, but as far as having a sense of what’s inside making him tick, the answers remain elusive.

Content: Quotation | Source: Knowledge@Wharton | Subjects: Customer Related, Marketing / Sales

Sales reps are always seeking the edge — always trying to find a new way to wow their clients. Gallup has identified four key dimensions and eight questions that will help them do just that.

Content: Article | Authors: Benson Smith, Tony Rutigliano | Source: Gallup Management Journal | Subjects: Customer Related, Marketing / Sales