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Lead generation

Making Mobile Part of Your Lead Gen Strategy

The need to make mobile media part of your lead generation strategy today is obvious. What isn’t so obvious is how to integrate mobile in a way that will effectively engage consumers and

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Jan. 09 2012




Marketers Must Focus On Outcome, Not Output, Metrics 1

Not all metrics are good metrics. Merely because a brand is well “liked” on Facebook, or has many followers on Twitter, does not mean it is successfully being marketed. And collecting a fishbowl full of leads at a conference, or sending out a set quota of email blasts, is not the most productive way of measuring marketing’s effectiveness.

The trap many marketers fall into is focusing on output-based metrics, as opposed to outcome metrics, says Laura Patterson, president and co-founder of VisionEdge Marketing.

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Dec. 31 2011




Big Idea Skintimate: 2011 IMA Award Winner 2

2011 IMA Award winner, Best Use of Online Contest or Sweepstakes for Lead Generation | Almost 5,000 teenage girls signed up for an essay video contest branded by Skintimate Signature Scents for the chance to become a member of one of two crews of nine girls to be flown to Hollywood to produce a film and edit a short movie

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Dec. 19 2011




Debby Boone Headlines Lifestyle Lift’s New DRTV Campaign

Facial rejuvenation firm Lifestyle Lift debuted a new long-form DRTV spot this month featuring 1970′s pop icon Debby Boone.

Lifestyle Lift’s core demographic – women in their mid-50s through mid-60s – influenced the choice of Boone as spokesperson. “We wanted someone with a wholesome image who was relevant to our target audience,” says Lifestyle Lift CMO Steve Hanson. That audience would have been in its 20s and 30s during the time of her biggest hit “You Light Up My Life,” the summer of 1977.

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Dec. 14 2011




Improved Ecommerce Boosts Results for Green Top Sporting Goods

Enhanced shopping cart and customer path analytics are helping Green Top Sporting Goods boost its pay-per-click search results and increase sales in several product categories.

As recently as 2008, Green Top’s website offered product listings but no way of making purchases. Visitors clicking on specific items were often brought to the manufacturers’ sites.

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Dec. 12 2011




Tips for Using Your Database to Drive Revenue

Direct marketers usually aren’t very creative about how they take advantage of their marketing databases. Sure, modern marketing databases are used to make general decisions about whom to promote. Typically this is done with rules-based logic such as recency, frequency, monetary value (RFM) cells or—even better—with statistics-based predictive models. However, this is just scratching the surface of what a modern marketing database can do.

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Dec. 08 2011




Trade Show Demos Help Hill Rom Engage Customers 1

A revamped trade show booth that engaged nursing professionals with the brand boosted sales and customer relationships for medical technology marketer Hill Rom Holdings Inc.

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Dec. 06 2011




Keeping Marketing Assets Secure in the Cloud

After all, if your marketing and sales materials are managed and distributed via a Software as a Service (SaaS) solution on the Internet, rather than housed on your company’s own servers, aren’t they more prone to being viewed by unauthorized users? The answer may actually be no, according to some industry analysts.

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Nov. 18 2011




Direct. B to B to C in Mix for Tullamore Dew U.S. Effort 1

The world’s second-largest Irish whisky is Tullamore Dew, and yet comparatively few Americans have heard of it, favoring instead competitors Jameson’s and Bushmills. Importer William Grant & Sons USA is using a mix of retail partner efforts and direct-to-consumer marketing to change that..

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Nov. 11 2011




Content Curation Helps Connance Focus Online Messaging

Hospital business office systems provider Connance is using content curation to gather online content to generate leads and hone its messaging. The sales cycle can be slow when dealing with a function of a healthcare institution that is not on the clinical side, so being a trusted source of information for prospects is crucial.

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Nov. 11 2011




Five Things B2B Marketers Need to do Before Going Social 1

Here’s a reality check for business-to-business firms engaging in social media: Content isn’t king, at least as far as tweets and posts to other forums are concerned. Greg Ott of Demandbase offers five prerequisites B-to-B marketers must have in place to maximize the return of their social media endeavors.

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