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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. 24 2012




Data Mining Helps Oberweis Dairy Boost Retention

Data analysis conducted by Oberweis Dairy revealed the secret to retaining new home-delivery customers: Give no more or less upfront in a new prospecting promotion than had been previously offered, but package it differently

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Jan. 18 2012




Volume, Storage Top Database Concerns in 2012: Winterberry Group

Marketers are asking legacy systems to store an ever-widening expanse of behavioral data, such as clickstream activity, intent data (opt-ins, registrations and referrals), and Web analytic information

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Jan. 13 2012




Best Practices for B2B Marketers Using Facebook

Chief Marketer recently talked with Zach Welch, vice president of client services at social media news feed consultancy BrandGlue, who shared some best practices for B2B marketers who want to make the most of their “friendships” on Facebook.

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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. 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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