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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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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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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. 31 2011




Multivariate Testing Shows Sex Doesn’t Sell Cosmo Magazine

Anyone looking to design a direct mail prospecting package for Cosmopolitan magazine should know that sweepstakes don’t boost responses, tote bag premiums don’t justify their cost and above all, sex doesn’t sell. At least, not on the outer envelope. (Inside the package is another story.)

That last point may be surprising, but the magazine conducted two multivariate tests within the past 18 months. The tests offer statistically valid results for the impact 12 changes had on response rates.

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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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Oct. 14 2011




Connecting With Prospects and Customers on LinkedIn

How can you make the most of LinkedIn to build your business’s social profile

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Oct. 01 2011




Texas Instruments Aims B-to-B Marketing at its Target Audience: Product Designers 5

When your business is selling integrated circuits and microchips to be used in electronic products, you want to build and foster relationships that bring you closer to your end-user. TI defines that customer as the design engineer

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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. 28 2011




Green & Black’s Chocolates Live Events: Part Focus Group, Part Lead Gen

Green & Black Organic Chocolate has three flavor suggestions (from among its 13 varieties) for chocolate lovers who feel like kids again when they eat chocolate, who prefer sporty dress styles and who like to spend their leisure time networking. How is Green & Black determining which consumers possess these attributes? It’s asking them, through a series of quick surveys at live events and on its Facebook page.

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