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Lead Management

Activities, Stats, Trends in Digital Marketing?—Infographic

Arun Sivashankaran (FunnelEnvy) With the digital marketing industry topping $62 billion in the U.S. every scrap of helpful information CMOs can gather is important to the bottom line. This infograp

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Jan. 25 2012




IBM’s Social Selling: The Computer Giant Finds B2B Leads in Social Media 4

In B2B marketing, how do you make social media an efficient, cost-effective channel for finding new customers and selling to business clients?

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Jan. 13 2012




Tips for Creating a B2B Social Media Plan 1

Does social media really work in business-to-business marketing? It’s a valid question, especially with the mass media mindset prevailing over much of social media. What B2B marketers and the firms that represent them should really be concerned with is the quality of the social media connections they make rather than the quantity.

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Jan. 12 2012




Marketing Automation Helps Nxtbook Identify Prospects

Marketing automation is helping Nxtbook Media connect with publishers and catalogers looking to take their print editions digital.

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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. 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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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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Nov. 11 2011




New Database Helps Las Vegas Sands Focus on Profitability 1

The Las Vegas Sands Corp.’s new data system places a stronger focus on the full spectrum of visitors’ activity, and therefore their total profitability.

Traditionally, casino patrons are ranked and marketed to based on what they spend, either during a single trip or in aggregate. But this doesn’t allow for subtleties such as their rate of play, how the value of comped rooms mitigates their worth to the property, or other activities which might change how they are valued.

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Oct. 24 2011




Hearst, Experian Team Up To Model And Score Commitment

When a marketer delivers goods in advance of payment, as in a “bill me” situation, there is a greater possibility of a lack of commitment on the prospect’s part. And that can result in higher levels of non-paying customers. Unfortunately for magazine publishers, bill me options for subscription requests are fairly standard.

For Hearst Magazines, the challenge was establishing a web-based system that evaluates subscription requestors on the fly, allowing good prospects to sail through the subscription process easily while providing just enough of a barrier for online prospects who are riskier.

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Sep. 30 2011




Multichannel Attribution Helps Determine Which Mediums Influence Sales

Attributing a sale to the last customer touch can result in skewed channel effectiveness calculations. Paradysz’s Rob Stagno offers thoughts on the complexity of multichannel attribution.

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Sep. 13 2011




How to Effectively Execute a Sample Program

As marketing times change fast check out these new rules for conducting sampling programs.

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